What a dream assignment — to rebrand a growing national company of senior living communities. The challenge? Brightview needed a single, unifying identity and brand promise that would help it stand out in extremely competitive markets across 10 states.

Insight:
One word emerged consistently as a point of difference: “Vibrant.” Every Brightview community creates a positive, fulfilling, active environment. We discovered that “Live Vibrant” resonated strongly with seniors and adult children, and offered a benefit they value. It also worked internally as well, energizing Brightview employees.

Approach:
Express “vibrant living” in every way. We use bright colors and imagery, positive language, friendly and active photography. With established brand standards, we applied the new look and feel everywhere — from the dynamic “v” in the logo, to stationery, collateral, direct mail, even a multimedia storybook, “21 Bright Ideas for Living Vibrant.”

Results:
Within months, we’d created an exciting new identity that works across all communities. The Live Vibrant theme sets Brightview
apart in a “sea of sameness,” and the intergrated communications program has proved a cost-effective way to build a cohesive and powerful brand.