Community Rebranding

Perfectly Positioned for Your Active Lifestyle

Emerald Heights – Redmond, WA

The Challenge

Emerald Heights, a senior living community located in Redmond, WA, needed updated branding. Their original logo design featured a scene from the community – the walking path and a tree. Contemporary in appearance when it was created, its elements now appeared flat and one-dimensional. The colors were dark and uninviting. The font was hard-edged and unnecessarily bold. This dated look no longer represented the laid-back, outdoor-loving residents that fill the halls and walking trails of Emerald Heights.

Work Performed

The Angell Marketing Solution

Creating & Promoting a Priority Program

Central to the expansion campaign is an Angell-designed Priority Program built to immediately generate awareness and interest in the project. By attending any of a series of informative luncheons, prospective independent living residents can learn a great deal about the plans for the community and indicate their level of interest in learning more.

The creative team melded the disparate ideas of a longhorn and construction elements. By using various tools, we created imagery that simply could not be mistaken for anything but the head of a longhorn steer.

Along with intriguing headlines and copy that continued to build on this unique visual play, these images were used in the creation of direct mail pieces inviting recipients to attend luncheons and information sessions.

Building the Brand Standards

All corporate, community and services logos developed by Angell Marketing come with a brand style guide to ensure consistency across all print and digital marketing communications.

Redesigning the Website

Angell Marketing worked with the Emerald Heights marketing department and internal digital team in the development of a new community website.

www.emeraldheights.com

The Results

While our primary goal was to push Emerald Heights forward in its visual presence, the site redesign helped increase the likelihood of prospect engagement. The community’s sales and marketing team reported increases in website page views per session, average session duration and visitor conversion rate in Q4 2021 versus Q4 2020.

“Working with Angell Marketing as Emerald Heights updated its logo and refreshed its brand was a great experience. They were a true partner with us in that journey, listening closely to our thoughts and preferences, and then patiently offering refinements as we evolved in our thinking! At the end of the process, we ended up with a brand identity that board, residents and staff wholeheartedly embraced.”

– Kay Wallin, VP-Marketing & Public Relations

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