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LifeSpace Communities, the eleventh-largest not-for-profit senior living organization in the country, faced the challenge of maintaining relevance in an increasingly competitive market. With over 12 communities in seven states, LifeSpace turned to Watson Creative to revitalize its brand, align its messaging, and enhance its appeal to prospective residents.
Watson Creative developed a comprehensive rebranding strategy to position LifeSpace as a leader in modern senior living. This included crafting a visual and verbal identity that emphasized warmth, authenticity, and community spirit. A vintage-inspired aesthetic with soft colors, nature motifs, and light-washed visuals was selected to convey a sense of nostalgia while remaining fresh and approachable.
The work extended to individual communities like Abbey Delray in Florida, where the outdated branding no longer resonated with target audiences. Watson’s team explored naming options, ultimately steering the client toward "Aurora," which embodied the property’s reinvigorated direction and spirit. This renaming effort reflected a commitment to breaking away from past perceptions and embracing a modern, inclusive identity.
The new branding system encompassed a variety of touchpoints, from stationary and digital assets to experiential and promotional materials. Watson’s team integrated the rebrand into LifeSpace’s physical properties, influencing design elements like paint colors and textures to create a cohesive experience.
A dynamic marketing strategy was also implemented to combat declining occupancy rates in highly competitive regions like Delray Beach, Florida. This included campaigns designed to showcase the newly expanded properties, highlight the enriched continuum of care, and inspire potential residents to envision an extraordinary life at LifeSpace communities.
The rebranding efforts resulted in a cohesive and compelling identity that set LifeSpace apart in the senior living market. Occupancy rates began to stabilize as refreshed campaigns resonated with prospective residents and their families. The modernized brand, combined with strategic marketing efforts, enhanced LifeSpace’s reputation as a trusted and innovative provider in the senior living space.
“Watson Creative brought our vision for LifeSpace to life. Their team’s ability to deeply understand our audience and translate those insights into a beautiful, modern brand has been remarkable. The attention to detail in every deliverable has elevated how we connect with our communities and prospective residents. We’re thrilled with the results and look forward to continuing this partnership.” – Jess Grant | Director of Communications & Marketing
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
