More than three decades and 50+ communities later, Grace Management has become known for elevating the quality of senior living experiences across the U.S. As the landscape changes and demand grows, 50,000feet works with Grace Management to highlight how the brand meets and exceeds the needs of residents and their families.
Grace Management, a leading operator of senior living communities nationwide, had a single corporate website and dozens of separate sites for individual communities. The community sites were using different CMS platforms along with design templates that were not consistent with the current Grace Management brand identity. 50,000feet was invited to carry out a complete brand refresh and rationalize the brand architecture to optimize lead generation.
Grace Management's rapid growth required a digital solution that could quickly generate new microsites. Our developers used an architecture that leveraged Amazon Web Services and headless Drupal. To optimize lead generation, we conducted on-site interviews to understand the needs of potential residents, and designed the microsites to promote Grace Management in conjunction with community-specific CTA modules. To ensure that content would be on-brand, 50,000feet audited all of the company’s existing websites and created a new brand identity system that allows for brand consistency across communities.
Grace Management has benefited from a large increase in converted sales that began with website visits. All 40-plus communities now have a consistent look and feel, with proprietary photography and video assets that further distinguish the brand. And, armed with an architecture ready for their expansion, Grace Management can quickly and easily create websites for their new acquisitions that match their brand experience and provide a superior digital web presence over their competitors.
Reinforcing Grace Management’s reputation as a trusted name in senior living, 50,000feet developed a new corporate logo and identity system that translates the attributes and values of the Grace Management brand, enhances its positioning and distinguishes the company from competitors.
50,000feet designed and developed an ownable, recognizable and consistent experience that would help drive positive interactions with the brand and its communities. Capturing the attributes that Grace Management’s communities are known for, the system enables each location to maintain its individuality while creating a scalable system for both existing and new communities in the portfolio.
Every element builds upon each other, working together as a holistic system that telegraphs the Grace Management brand, culture and values. Color was carefully considered, utilizing a distinctive approach to build out palettes that speak to the aesthetic sensibilities and design trends of each region where Grace Management operates.
50,000feet selected a complementary modern serif along with a legible, friendly sans serif, catering to target audiences while elevating the visual expression for Grace Management and its family of communities.
Video is perhaps the most effective way to humanize a brand and paint a relatable picture of the customer experience. With personal testimonials, 50,000feet further validated Grace Management’s position in the marketplace, capturing firsthand experiences of the exceptional care offered and received at Grace Management communities. Beautifully shot by Charlie Simokaitis and art directed by 50,000feet, the videos bring the brand to life and add a new dimension to its incredible leadership.
The first point of difference is the message that Grace Management’s digital experience sends. A content-rich homepage delivers a strong brand message while driving to communities, showing the scale and reach of the company while also helping attract the best, most-qualified team. 50,000feet conducted stakeholder interviews, competitive audits and landscape research to develop a differentiated content strategy, driving awareness and recall among residential and employee leads.
50,000feet wanted to highlight the qualities and values of the people and teams who make each community a fulfilling, best-in-class place to work and live. 50,000feet conducted extensive research to drive consistency and efficiency yet empower each community to feel represented in their own unique ways. 50k put the customer experience at the heart of each and every website, which totaled more than three dozen communities across the U.S. We leveraged Drupal to power the content management process, enabling communities to maintain their custom content.
Keeping a simple, straightforward user experience top-of-mind, 50,000feet designed and developed the communities’ digital footprint to acknowledge the inherent complexity of decisions surrounding new phases of life. Clear messaging and calls-to-action along with relevant information for prospective and existing residents help position Grace Management as a real partner through the process.