Print Brochures & Site Content for WESTliving
Premier senior-living developer WESTliving hired ID Marketing & Design to deliver brand identity to 5 of its acquisitions across 3 verticals. As ID's chief copywriter, I was initially hired to craft website, print ad and brochure content for one property, McDowell Village.
The client requested a touchy-feely tone, and it didn't take long to find the fun in senior living, using California's landscape as a jumping-off point for leisure-filled days amid resort-style amenities. It was in the website drafts that I first submitted this headline: "This isn’t retirement. It’s inspire-ment." WESTliving loved it so much, they made it the focal point of the brochure and the print ads.
I was rehired to do WESTliving's company tagline (inspire development), mission statement and core values. For the former, I crafted a phrase that not only recalled their identity as real estate developers, but also reinforced the inspire-ment theme. After all, WESTliving seniors can choose their own adventure daily. For the core values, the acronym INSPIRE stood for Integrity, Neighborliness, Service, Profitability, Innovation, Respect and Excellence. After I drafted key messages for each, ID created a small print booklet aimed at both employees and customers, with one value per page (like the print marketing piece the Container Store created for its Foundation Principles).