New Community Rebranding

Inspired Senior Living Coming Soon!

The James – Irvine, CA

The Challenge

Selling something that does not yet exist is a unique challenge we have risen to time and time again. In this case, we were tasked with naming a high-end senior living midrise in the development phase in Irvine, CA. In addition to naming, we built the community’s complete brand identity – laying the foundation for a comprehensive marketing communications plan created to meet each goal along the journey from conception, funding and ground-breaking to fill-up and beyond.

Work Performed

The Angell Marketing Solution

Naming the Community

We spend a great deal of time and effort to learn about the client, the market area and most importantly, the residents as we believe any community’s best prospects are just like their best customers. We performed focus groups with residents, staff and the community’s leadership. Not surprisingly, we found them to be very articulate about their identity and what sets them apart. Conservative, patriotic and loaded with spirit were characteristics that came through loud and clear.

Armed with this critical information and insight we produced strategic marketing, media, budget and creative recommendations. These included the development of a brand identity to be expressed in a redesign of the logo, the addition of vehicle branding, plus new collateral and website development featuring new custom photography.

Designing the Logo

Following the lead set by our research, as well as the architecture, lifestyle and environment residents would experience, we created a logo design that employs a modern typographic style, along with a stylish icon of an orange, playing off the history of the original orchard grounds.

Building the Brand Standards

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

Naming Community Amenities and Developing Their Logos

Along with the community name and logo design, we were charged with naming and designing logos for several venues within the community. Drawing upon some of the work we’d already done, these included:

The Orchard – Independent Living Dining Venue

The name was derived from Orchard Hills, which is part of Irvine Ranch, CA. The script, in combination with the serif font, makes for a simple contrast that is unique and approachable.

Palmer’s – Assisted Living Dining Venue

The name was inspired by the type of orange originally grown in the Irvine, CA area. The apostrophe in the name is replaced by a simple orange leaf, which plays off the citrus-patterned wallpaper and origin of the name.

Jamesons'

Jamesons’ is the bistro bar within The James. The double J icon is a contemporary representation of a high-top bar table, and the selected brand colors play nicely with the burnt orange chair fabric and the dark metal trim and lighting.

Providing Direction for Video Creation

Bringing a yet-to-be-built community to life is essential for piquing prospect interest. A video that invites viewers along on a journey into the spaces they can envision will someday be “home” answers that call.

The Results

The James remains under construction, and we and our client believe the results of the naming and logo development process we undertook provides a strong foundation for future strategic marketing and creative execution.

Get to know us

We think you’ll like us. Our clients will tell you they do. They’ll also tell you they like the results we get them.