CHALLENGE:
BrightOaks is a completely new concept in senior living,
based on purposeful, family-style living. Bright Oaks even has a vocabulary of
its own, which presents a challenge to deliver a message that readers can
understand while using the brand language, as well as to convince the web
crawlers to rank the site high despite the dearth of traditional senior keyword
terms.
SOLUTION:
The branding uses bright colors and fun, arresting visuals
of age-appropriate people to drive the message that life can be purposeful and
fun, despite the limitations our bodies put on us. The umbrella site has
sections written for four distinct audience segments, and the initial community
site includes landing pages with a “translation” guide so search engines better
understand the service Bright Oaks of Aurora provides. GCDirect created a full
spectrum of branded material and templates for Bright Oaks including a style
guide to maintain brand integrity in the future.