BLAKEFORD SENIOR LIFE was undertaking an expansion and community redevelopment to accommodate the wishes of a new generation of future residents. Their possibilities were expanding to include 50 spacious new apartment homes, a new wellness and aquatic center, and an exciting transformation of dining, cultural, and social spaces. They needed a new look and feel and a strong advertising agency to help along the way. We developed fresh brand messaging focusing on shaping your own life in retirement, maintaining your independence, being appreciated for your contribution, and engaging with others. It’s about feeling a sense of connection to the community around you. And above all, it’s about knowing you’re in the right place. Within four weeks of launching the Priority Program, almost 60 reservations were secured.