What was the client’s objective? The Charles is a new senior living community that focuses on a continuum of care that allows residents to age in place. This community is unlike any other in the Southeastern United States. Maximum was tasked with creating the clearly defined brand and marketing strategy for a community that encompasses a comprehensive suite of services: single-family homes, multi-family homes and assisted living facilities, commercial healthcare and retail campus, skilled nursing, assisted living, memory care, acute healthcare, in-home healthcare, and complete wellness facilities.
What we did? We chose to create a brand and brand voice that was atypical of other senior communities. The Charles’ brand is vibrant, radiates energy and just a touch of luxury resort. The tagline we developed, “What Happens Next is Amazing,” promises excitement and gives seniors and their family a sense of hope or optimism that they will not only find superior healthcare, but something truly enjoyable. We also created a stand-alone brand, Care+, for their suite of healthcare services. By creating an identity for their services, we have added value, integrity, and a definite differentiator.
End result: The end result is a succinct, clearly defined brand that will stand the test of time in a rapidly growing industry. Not having broken ground yet, The Charles has garnered over 200 inquiries after just one press conference. What happens next will truly be amazing!