Glenvale Villas were looking for a new way to communicate to it’s audience. With most supported living communities seemingly following each other’s marketing strategies, using images of happy elderly residents or holding hands with caring nurses. We knew we had to break the mould to cut through. The new playful tone of voice uses cheeky language and highlights some whimsical elements of ageing, without the clichéd (and condescending) grannies on surfboards approach. The new look immediately stood out and declared itself to be different, whilst still delivering the messages all supported living communities need, but in a highly memorable fashion.