Designing a Brand that Dispels Misconceptions of Senior Living
Embassy, a distinguished name in the premium real estate sector, has consistently been at the forefront of pioneering new ventures. With a diverse portfolio that includes education, equestrian, coworking, coliving, FSM, and a wide spectrum of commercial, residential, industrial, retail, and hospitality developments, their unwavering commitment to crafting people-centric solutions is second to none. For their latest endeavour, ‘Amara,’ they approached VGC to brand and introduce their novel senior living vertical.
Our primary strategy for this project was to strategically position Amara as a senior living brand that challenges prevalent misconceptions about the category, while showcasing Embassy’s deep understanding of the target audience. Drawing inspiration from the core insight that ‘People retire from work, not from life,’ we crafted a distinct identity for Amara, translating it creatively into communication collaterals that brought this brand to life.
Project Scope: STRATEGIC BRANDING