Brand Strategy / Tone of Voice / Messaging / Marketing Collateral / Property Brochures / Website Design & Build
Treating over 55s like grown ups.
A retirement village is an intriguing house move for those who value their independence at home, but sensibly plan for their quality of life ahead. Our comprehensive rebrand for Audley respected this with a distinguished look and respectful tone of voice that recognised the complex needs of its audience.
We set about telling a compelling story to a no-nonsense discerning buyer through both traditional and increasingly important digital channels. After interviewing key Audley people, we identified a need to rethink the way the brand spoke to its over 55s target market. No room here for empty platitudes and superficial statements. It needed a straight talking, informative, but totally human voice.
There was no budget here to saturate the market with messages. Instead, Audley appreciated our clear integrated approach, seeing things from the customer’s perspective, and focusing on human relationships. They understood that language, tone of voice, and consistently delivering on promises would be vital in explaining their concept to possible buyers.
Together we examined the brands 'touchpoints' from every perspective. To ensure the best possible digital experience we investigated visitor trends, site analytics and user profiles as well as typical journies and desired benefit from the site. A purpose-built content management system gave Audley staff ultimate control over words, information and imagery including a gallery allowing staff to order, upload and display videos without any technical knowledge.
With the new brand identity rolled out across the website and all marketing collateral, each retirement village has seen an increase in calls, appointments and sales. Astute SEO has helped Audley rank consistently high in searches and stand out in the market, winning a Pinders Award for Best Care Village as well as a What House bronze award. Slowly but surely, they are changing the British idea of retirement living.