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.