Generations is a senior living community located within the “master-planned, urban agricultural community” of Agritopia in Gilbert, AZ. This community – for independent living, assisted living and memory care – opened July 2014.
A sales kit – consisting of a 2-pocket folder, a 16-page (+fly sheet) booklet, and 4 stair-stepped inserts – was required to present to potential residents, and/or their adult children. Oftentimes after touring multiple senior residences the sales material collected is studied and compared in order to assist in making a decision about where to live. The Generations sales kit needed to stand out amongst the competition and visually communicate “hospitality-oriented lifestyle” giving “residents freedom for life without the burden of everyday, household maintenance and tasks.”
Since this sales kit needed to be completed prior to the construction of Generations, there wasn’t photography available to start the creative process. Lori suggested to the client that rather than using the predictable “happy senior” stock photography images, that going a different route could tell this story in a refreshing way. With neither text nor images provided at the beginning of the design phase, this project was a blank canvas.
A lighthearted, cheerful feel was achieved by keeping the text light, the layout open and airy, and using images of memorabilia from past generations. The architectural renderings of the dining room, bistro and living room, which were supplied after initial design was presented, became focal points on the page spreads on the retro patterns. Through brainstorming meetings, it was determined that the over-arching message would be organized around a five-sensory experience, including visualizing life at Generations and tasting the chef-prepared meals, for example.
Here’s an overview and closer-look at the spreads in the 16-page booklet:
The end result? The client was very pleased:
“Bravo! Kudos! Applause!”
“Your combined efforts (with Kevin Kendrick for printing) produced the unique, high-quality, standout piece we were wanting and hoping for Generations! Thank you (beyond words!) for your commitment to excellence. Eric Johnston and I value the expertise and guidance you provided us along the way and the end result reflects every bit of your effort. Thank you for being part of our team. We couldn’t be more pleased!”