Palo Alto Commons is one of the SF Bay Area’s premier assisted living communities. Its owners saw the growing demand for a new kind of residential community to serve active, independent seniors who no longer want the burden of home ownership but don’t need assisted living. Early in the new facility’s design and planning stages, the owners approached Designworks for marketing guidance. While the Palo Alto Commons enjoys strong brand recognition, the owners welcomed a brand assessment.
Their concern was to differentiate the new, independent living facilities from the Commons, and to motivate a new class of buyers to lease units before construction was completed. We profiled the target audience and shifted the value proposition from a focus on leasing units to one of communicating a lifestyle. Through our creative collaboration, The Avant brand was born and a marketing plan was implemented. A complete brand identity was developed and applied to collateral, a website, a mobile app, and display graphics for the sales office. Each new asset conveyed The Avant’s brand promise for residents: freedom of choice, not only in the physical floor plans they select, but also in their daily dining options, fitness and cultural activities, and opportunities to be part of a modern independent living community.
When we met with the developers of a new independent living community for seniors, it was clear that we could add value to their marketing effort. Not because we were experts in their field, but because we understood the challenge of extending a strong brand with a complementary but different offering to a new audience. For two decades our client built the Palo Alto Commons into one of the SF Bay Area’s premier assisted living communities. Its owners saw the growing demand for a new kind of residential community to serve active, independent seniors who no longer want the burden of home ownership but don’t need assisted living.