Case Studies
Album
CHALLENGE For this project, the client required a brand identity that was clearly differentiated from their existing 55+ active adult rental portfolio. While both concepts operate within the same 55+ rental space, this new brand needed its own distinct positioning, voice, and visual language to stand apart within the market.
TARGET Active and independent 55+ looking to right/downsize
PSYCHOGRAPHICS Independent, worked hard to get where they are, mid-West mindset, makers, doers, and hands-on.
INSPIRATION Americana, heartland, denim, vinyl records, and family photo albums
RESULT P11 and Greystar created the Album brand, and it really took off. As of January 2021, there are ALBUM communities nationwide, from Nevada to Florida to North Carolina and beyond. Creating a true testament to authentic marketing and value that resonates with today’s savvy seniors.
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