An Overview
How do you rebrand the UK’s leader in retirement living – helping them not just lead but grow the market, by shifting to aspirational older living and care services?
For this audience, a dramatic life change feels overwhelming. They don’t want to reinvent their life, they just want a home that makes things easier.
We needed to make a big move feel smaller, to reposition retirement living with McCarthy & Stone as an aspirational choice rather than a drastic necessity.
‘Your life, lived easier’ shares the stories of routines, relationships and rituals life they’ve grown to love.
Celebrating all the features of McCarthy & Stone properties that keep them alive – from homely communal areas to welcoming guest suites.
Elevating the brand into an aspirational space with broad appeal – from support needers to lifestyle seekers.
The new brand has seen positive brand sentiment across the board:
of over-55’s agree ‘I could live here’
see the new brand as 'modern’
see it as 'welcoming’
see it as 'aspirational’
see it as 'old-fashioned'
"The team at Guy & Co have been our knights in shining armour. Successfully turning around brief after brief with some excellent insight lead creative work. Not to mention leading and delivering a fantastic new look and feel for our brand – in any extremely short space of time. Our rebrand was a big project and their work has really elevated us as a business and market leader. The team are an absolute pleasure to work with and a great bunch – they love a challenge, are diligent, strategic, creative, professional and driven. And importantly for us, they get it!"
Mark Hart, National Brand & Marketing Manager, McCarthy & Stone
