The Mather Tysons: Brand Launch
Mather LifeWays creates “Ways to Age Well” for today’s older adults, which includes its portfolio of senior living residences. When it came time to brand and launch a brand new Life Plan Community (formerly Continuing Care Retirement Community) in a new market, Mather LifeWays called upon Plan B to once again lead in the development of a brand identity and launch campaign that would spark curiosity, generate interest, and drive leads. At the concept development phase of the Life Plan Community, we built a brand from scratch and a launch campaign for The Mather in Tysons, Virginia. Designed around the theme of “defying expectations,” we directed people to “forget what you thought you knew about senior living.” Using disruptive campaign imagery, we created prints ads, FSIs, direct mailers, sales collateral, signage, market surveys, and a new website.