Birchgrove is creating a portfolio of assisted living developments within and around the M25, offering contemporary apartments for rent in brand-new, purpose-built facilities. These developments will be fully owned and operated by Birchgrove to offer best-in-class accommodation, facilities and support for people in later life.
The challenge was to deliver a brand positioning which captured the brand essence of Birchgrove, manage the development of the visual identity to ensure it reflects Birchgrove’s values and resonates with its target audience.
In addition, we were tasked to work closely with the executive team to identify customer profiles to aid the development of the customer offer and support the sales and marketing process. To project manage the production of a variety of marketing assets to ensure audience engagement.
We consulted with key stakeholders using workshops and meetings to gain a better understanding of Birchgrove’s unique proposition to develop the brand strategy and values. The output was the creation of the brand visual identity and a variety of marketing assets to include sales and promotional collateral, website, site hoardings and the establishment of a response handling service.
Using our experience of the sector, we identified potential customer profiles through the creation of customer personas to help give face to customers during the development stage. We organised and ran a series of focus group events with local people of the first site in Sidcup to aid the development of the customer offer and fine-tune the sales and marketing approach.