At Brookdale Senior Living, I had the opportunity to expand my skill set to design and build motion graphics. This was an exciting challenge and provided a great team-building experience with my core team of designers.
The Ask
Create a series of motion banner ads focusing on the theme of regaining the freedom you had when you were a teenager. The ads would run across digital news websites in multiple markets targeting Adults 55+.
The Solve
Expanding upon words associated with aging, We wanted to convey that these words are part of larger words that make up a person’s identity.
This example below reminds you to go out and do the things that you have always wanted to do. Nothing has to hold you back at Brookdale.
While I was at Brookdale Senior Living, the company wanted to refresh their brand to appear fresher and more energetic vs. their competition. They wanted to convey the idea of maitaining independence for their residents and showcase many of the amenities they boast at their facilities. This idea needed to encompass all imagery, voice, mood, and messaging.
The Ask
As part of those efforts my team and I were asked to design and build out the marketing collateral for all 1,100+ of Brookdale’s senior living communities. Each packet included standard information such as: the type of community (independent, assisted, memory care, and/or rehabilitation) and standard services offered every community. In addition a customizable section for services that were unique to a specific community and may be uniquely valuable to the surrounding locality. Plus, all information that was useful on the community level like apartment floor plans, a map of the property, and a map of the surrounding area with local amenities and entertainment options. With such a large ask, the final product had to be displayed in an attractive package.
The Solve
Each community was given the option to focus the collateral to their primary community offerings (independent, assisted, memory care, and/or rehabilitation).
Ansilary Services
Independent Living
Assisted Living
Alzheimer’s and Dementia Care
Rehabilitation and Skilled Nursing
And a section focused on community specific information.
A poor social life has been found to be one of the most detrimental contributors to a senior’s health. Seeing as it was the business of Brookdale to help enhance their residents’ quality of life, they really wanted to showcase the various activities and amenities that each Brookdale location provides.
The Ask
We were tasked with developing unique and fun ways to show how Brookdale residents kick up their heels and enjoy their days.
My Solution
Below is an event flyer for a community that invites residents’ grandchildren where they can dress up as a super hero and participate in fun activities with their grandparents.
Honoring civil servants and first responders is a regular held event in all of the communities as a large percentage of Brookdale’s house veterans, fire/police men and women. These are examples of event flyers for various related events.
A study once found that images of dogs do not conjure negative thoughts in people (not everyone likes dogs but no one dislikes dogs). Many residents across the Brookdale network are dog lovers and we came up with an idea to host a fashion show for the pets of residents. Residents were encouraged to dress up their pets and enter them into a contest with prizes awarded.
Servpro, who responds to fire, water and mold restoration for residential and commercial customers has a division called the Disaster Relief Team. They are Servpro’s large scale response force. They serve large scale disasters like tornadoes, large floods, hurricanes and others. With a fleet of similarly branded vehicles shows up, knowing what material, personel etc. is located where can save time and frustration.
The Ask
I was task with designing a vehicle wrap for a semi trailer. They wanted a trailer that would be used as the command center for the response team. It had to be very obvious and easily recognizable.
The Solve
A very eye catching piece, instantly identifiable, yet still fell within brand guidelines.
In 2017 Brookdale Senior Living held a conference for its luxury level of senior living communities. These communities were located throughout the country, and therefore had very little contact between them. The conference was attended by several the top level leadership of the individual communities. The purpose was to allow the attendees to exchange ideas with each other.
The Ask
Brookdale wanted a guide book for the conference that could introduce, familiarize and promote the communities to the attendees.
The Solve
This conference book was one of the most sought after pieces available at the event. It is a guide to each community, highlighting staff leadership, unique community amenities, and claims to fame, sometimes highlighting famous residents or notable activities.
There are were 16 total communities highlighted with individualized sections (above) and a 6 page section for each including highlights about each community’s city and state, staff leadership, select residents, local activities, and fun facts about the surrounding community.
Client: Celebrate Aging Film Festival – Brookdale Senior Living
The Ask
One of the client’s biggest challenges is social activities for residents. It was found that one of the primary challenges to a senior’s health is keeping an active social life. Secondarily, showing senior’s knowledge and experience are vital parts of the community.
The Solve
The Celebrate Aging Film Festival was a recognition that not everything about aging is negative. Residents of Brookdale Senior Living were given an ipad and asked to create short films that would showcase an aspect of aging that was positive. At the end of the year these short films were voted on and an award show was put on for the winners. As an aspect of the awards show the creative department was asked to create movie posters for each short film.
These ended up being a great creative outlet for the entire team and continues to be looked forward to each year.
Reflections
This short film was about a gentleman who was moving out of his longtime home and onto the next part of his life and reminiscing about what had taken place there.
The Heist
A mystery about a diabolical theft at Texas Brookdale Community that grips at the heart of the community.
