Energizing a Senior Living Brand
Client: Choo Communities
Role: Marketing Director
2022-2024
Alavida Lifestyles, Choo Communities’ legacy brand, underwent a significant visual identity refresh to maintain relevance and modernity.
Updated Visual ID
The rebranding process focused on evolving the colour palette, typography, and overall design elements while preserving brand recognition. Primary: Charcoal grey (two tones) for elegance. Secondary: Toned-down purple for brand continuity and tertiary: Jade green, particularly for care services content. Apercu became the primary font, and Nobel and Charis held supportive roles. The logo was further refreshed using the new font and a nomenclature system that leveraged the umbrella brand with the introduction of “by Alavida Lifestyles”. A new visual icon was further introduced to support the brand’s driving usp, which distinguishes the experience from other senior apartment complexes, this being the full continuum of care.
Rebranding Campaign
The “Rethink Senior Living” campaign was launched to build awareness for the brand and its refreshed identity. This included Radio and TV ads, Ottawa Citizen print ads, integrated content pieces (print and digital sponsored articles), and a “Your Morning” TV interview featuring residents. The campaign was successful in increasing web traffic and leads and repositioning Alavida Lifestyles as a leader in Senior Living with a focus on innovative practices in lifestyle and care.
Ongoing Implementation
The rebranding process is ongoing; more thorough brand audits must be conducted to ensure consistent application across all touchpoints. Internal toolkits and processes must be developed to ensure optimal application and engagement around the brand.
This comprehensive rebranding effort demonstrates Alavida Lifestyles’ commitment to evolving with its audience while maintaining its core values and recognition as leaders in the senior living market.
