Life Begins at ARC
To create a consistent and relevant brand for Australian Retirement Communities (ARC) (and later, to help fold that brand into Stockland’s portfolio, after they bought it for $328 million.)
Roadmap
To make village life more enticing and less onerous. To show ARC’s target audience how much fun they could have living with people their own age, doing the things they’re truly interested in. We decided to combat the perception of retirement communities as a place to spend your twilight years, instead highlighting ARC villages as the place to go to start an exciting, whole new life. This was a revolutionary concept when we started.
To make village life more enticing and less onerous. To show ARC’s target audience how much fun they could have living with people their own age, doing the things they’re truly interested in. We decided to combat the perception of retirement communities as a place to spend your twilight years, instead highlighting ARC villages as the place to go to start an exciting, whole new life. This was a revolutionary concept when we started.
Results
Launched a new village every 9 months and grew from 11 to 24 villages, including the landmark village of North Lakes in Queensland. The company was purchased for $328 million and the I oversaw the rebrand of all the collateral.