Zest Communities asked us to solve a problem many active adult communities face: how to spark fresh interest among younger 55+ adults who rarely see themselves in conventional retirement marketing.

We responded with a full-funnel, provincial marketing campaign strategy grounded in deep empathy and data. Our research revealed a powerful human truth: many active agers fear that moving into a 55+ community means leaving behind their sense of purpose. They worry they won’t be needed. That insight became the foundation for our creative platform.

From this, we developed a resonant brand proposition and distilled it into a simple, unifying campaign slogan: It makes a village. More than a clever turn of phrase, this line reframed St. Elizabeth Village as a place not just to live, but to belong, contribute, and thrive. The campaign showed how this vibrant, resort-style community offered connection, meaning, and joy at every turn.

Every piece was informed by segmented personas and crafted with a tone that rejected jargon and condescension. We gave this 55+ audience the respect they deserve, and the representation they rarely get.

The result was a bold, heartfelt campaign that didn’t just speak to the audience. It listened first. Then it invited them into something meaningful.

Something about the SERR campaign

After the success of first campaign for SEV worked great, they wanted something similar for a sister property specific to older, retired, assisted living. The insight was the same, but even more profound for this group...