THE ELAN

COLLECTION

new brand launch for a new benchmark — elevated senior living lifestyle.

THE CLIENT

Watermark Retirement Communities® – Élan Collection:
The Watermark at Brooklyn Heights, The Watermark at
Napa Valley, The Watermark at Westwood Village,
The Hacienda at the River, The Hacienda at the Canyon

The
brief.

A new benchmark in senior living was achieved by launching a premium collection of premier luxury communities. Clean, modern and elegant design with strong creative helped differentiate every aspect of the communities, from the name – the Élan Collection – to the brand standards, including logos, tagline, color palette and brand personality, plus a brand book with complete style and copy guidelines.

The visual identity developed was conveyed through rich collateral materials, including brochures, direct mail, stationery and interior, exterior and interactive signage for the launch of the brand at the newly developed and re-imagined senior living communities in New York City, Napa Valley and Los Angeles.

Acted as a full-service, in-house agency, providing all turnkey services, including lead generation, property photography and brand launch video production showcasing the interior and exterior spaces, as well as the areas, the lifestyle and innovation.

The STRATEGIC
APPROACH.

From architectural drawings to five thriving signature communities, effectively marketing an elevated senior living lifestyle through brand campaigns with a distinctive identity. The cosmopolitan lifestyle was showcased through beautiful spaces, world-class amenities, innovative resident programs and social interactions through a timeless, yet modern, approach to convey hospitality and luxurious services desired by the local markets.

By focusing a modern lens on this style of senior living and highlighting company innovation, the entire brand appealed to an ageless audience, with seniors and their stories at the heart of it all. The visual identity of the brand elevated and defined the brand experience through a muted color palette and the thoughtful use of negative space to create a clean and elegant design.

The
SERVICES.

the
deliverables.

INTERACTIVE SIGNAGE.

First of its kind, custom electronic signage for residents and sales offices to effectively broadcast community information in a visually appealing and interactive way through a collaboration with Connected Living

BRAND BOOK.

Including design, copy and voice style guidelines, positioning, messaging and more.

BRAND LAUNCH VIDEO.

Recognizable and trustworthy face to the brand through narration by the founders of Watermark, the architects and key personnel

produced on location at communities across the U.S., using actual residents and staff member interviews and anecdotes to showcase the Élan Collection lifestyle

focus: health and wellness, social outings, vibrant resident lifestyles, innovative programming and services, exquisite locations, dining and amenities