As a senior, when you can no longer live alone at home, losing your sense of independence can be the most difficult thing to lose.
Our research discovered there are three factors that lead seniors and their families to delay transitioning into an independent or supportive living facility – fear of change, lack of support/information and a misperception of what these facilities are like.
Meanwhile, families are being pulled in multiple directions, as they are busy with their careers, raising their children and caring for their parents.
From interviewing stakeholders, we discovered that residents living with Silvera for Seniors valued the fact that the organization knew and cared for them as individuals - something they have not experineced at other facilities.
The heart of the brand challenge was that Silvera for Seniors is doing a great job, but not getting full credit. This despite the fact that Silvera has been around for 50 years.
As Silvera was preparing to mark its 50th anniversary, we built a brand model that focused on how Silvera for Seniors is personally caring and how they are committed to building communities within communities. This formed the foundation of the rebranding of the organization by Juice Creative and a very successful 50th anniversary celebration.