Disrupt conventional notions of senior living.
Avida / Brand Strategy Lead, CO OP
How do you change long-held beliefs of what it means to age?
Challenge: was to launch a new kind of senior living brand into a traditional category. Understand a complicated customer journey and path to decision, multiple influencers, and strike the balance between living and care.
Solution: Tap into and unlock the human desire to feel necessary. Challenge our collective notion of what it means to be "senior." To change what “senior-ness” represents. To disrupt commonly held beliefs about aging. To portray the youthful spirit that so many seniors feel. To focus on the actual experience, not the perceived experience. To impact the life of seniors, not just senior living.
Brand Launch / Brand Strategy / Digital Strategy / Qualitative Research / Communications Strategy