My Future Living Brand Identity
The Brief
Retirement home, formerly known as Gresham House, needed to differentiate its brand in a market of similar brands with similar offerings. They felt the brand was antiquated and wanted to shift the focus from ‘end of life’ to something more positive that positioned the brand as a desirable but easy, simple and affordable place to live.
Our Approach
Our research and focus groups highlighted that a key target audience was not being considered - the younger relatives, who were often not just influencers, but decision-makers in the process.
Through a naming process and series of sprints we reimagined the brand - redefining the brand’s proposition, messaging and visual identity. Rather than focusing on ‘end of life’ and retirement, we reframed the brand as a safe and hopeful place to enjoy living: My Future Living. The logo used the F and L from the new name to create a visual play of a door opening, communicating a key value of ‘being welcome’ and reinforcing the sense of hope for those who choose ‘My Future Living’ – whether that is the individual selecting it themselves, or younger relatives.
This name completely epitomises what the brand stands for – leading the age group to think about the future ahead of them and how they want to live it. Following the approval of the name, the design team set about creating a new logo and a design look and feel. The final design was selected on the door concept – the door is the entrance to the future while also resembling the F of the future. The branding was so successful that it is now being applied to three other brands within the company.
