Our approach included attribute research and a brand ignition workshop with staff and board members. We then developed a communications strategy that combined existing brand pillars with prospect and stakeholder insights to ensure a direction that would create a positive emotional experience for future residents.
Building on the communications strategy, Creating Results worked with North Hill to reinvigorate the existing logo and brand through the use of fresh, contemporary colors and fonts. Two sub-brands were then developed under the North Hill umbrella.
The first sub-brand, True North, highlighted the upgrades taking place to the existing buildings and amenities and the addition of new amenities, home types and floor plans. A vibrant color palette that featured over 10 complimentary colors was used to identify new and re-imagined amenities within the community.
The second sub-brand, PurposeFULL Living, was developed to promote new and established avenues of wellness and lifelong learning opportunities. This brand was used extensively throughout the community, as well as within marketing materials to highlight courses and events that speak to a variety of interests and passions.
A detailed brand guide was provided to North Hill’s team to help them maintain brand integrity as they took on more of the creation of information packages and event planning.