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Creating Results

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Fairing Way

Fairing Way Branding

Fairing Way Branding

The Situation

Fairing Way is a new, 55+ senior community located on Boston’s South Shore. It is sponsored and developed by two not-for-profit organizations — Quincy’s Rice Eventide and Boston’s Rogerson Communities — both with a long-standing and great reputation in senior living.

Their development concept is unique: a hybrid of traditional continuing care and an active adult community located in an intergenerational development called SouthField.

The Strategy

Creating Results set about creating a name for the community that balances multiple stakeholders with varied organizational cultures and aesthetics (on a tight budget). A tagline and marketing initiative was also needed to convincingly convey the unique benefits of the community’s lifestyle.

Ground breaking could not begin until 75 deposits were secured, so there was an urgency to quickly realize tangible results.

The Solution

Hundreds of names were generated and presented to the leaders of the four stakeholders — Eventide, Rogerson Communities, SouthField and Stonetrust Partners (the project management company).

The history of the location was the inspiration for the name, "Fairing Way." SouthField had been a naval airbase. A wing fairing reduces turbulence and makes a plane more aerodynamic.   

The miles of bike trails, acres of open space, proximity to the ocean and sustainable/green product design features were the inspiration for the tagline "Better Living. Naturally."

The marketing program created to drive leads for Fairing Way reflected the brand promise “Explore & Inspire.” Explore & Inspire also is the brand name given to the senior living organization's multi-dimensional wellness programming which eventually will be featured at the community.

Fairing Way Branding-solution

The Results

Groundbreaking took place in June 2014. Testimonials from depositors demonstrate that the brand promise is successfully being expressed through the “Explore & Inspire” marketing events, motivating purchase commitments.

Fairing Way Branding-results


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