Transforming a Historic Brand to Reflect a Bolder, More Colorful Vision
RoseVilla stands in a field of their own compared to traditional senior living providers. While so many of their competitors are putting out the same stock service, their mission extends far beyond providing housing for seniors. They transform lives, both inside and outside of their community’s physical walls. The problem was a classic one: Their brand image, over time had lagged behind their cutting edge products and services. What once had stood out from competitors now needed more than a new coat of paint. It needed to match their bold vision for the future. METTLE 5 was just the agency for the job. Together, we would not just crystalize the visuals for the brand, but we’d help them put structure around this world-changing vision for the future.
Challenge
The project began with a fundamental question: What is the “big idea” that drives RoseVilla? This meant exploring the heart of the community—what inspires them and defines their purpose. The challenge wasn’t just about branding; it was about helping articulate a clear way forward, one that captured their innovative spirit and transformative impact. And, critically, a way forward that brought the entire community together.
Process
METTLE 5 approached this challenge as we always do. We started with rigorous research and creative expertise. Our process is distinct, blending objective data with subjective insight to uncover the true identity of an organization. For RoseVilla, this involved:
- Extensive Research With Multiple Stakeholder Types: We gathered and analyzed a wealth of information to understand the organization’s market position, competition, and opportunities. We spoke with current and prospective customers. We spoke with current and prospective partners. We spoke with the board, and their internal team. And we delivered a huge number of insights back to the team, not just delivering the data, but articulating the story that the data told us.
- Stakeholder Engagement: In-person sessions with a diverse range of internal and external stakeholders were essential. These sessions brought together unique perspectives, helping to identify core values and clarify RoseVilla’s vision. Using our proprietary workshopping methodology, we helped huge, diverse groups of varied perspectives solidify into a collective vision. Then we helped translate that vision into messaging.
Through this process, we distilled RoseVilla’s brand into a singular Brand Promise, which became the foundation for their new identity. This wasn’t an easy journey. Answering difficult questions about the organization’s current and future direction required courage and introspection. Ultimately, the result was a compelling vision of RoseVilla as more than a senior living community—it’s a place where lives are transformed.
Execution
With the Brand Promise defined, we set out to create a brand and website that truly embodied RoseVilla’s vision.
- Logo Design: We broke free from conventional logo design principles, crafting a visual identity that reflected the uniqueness of RoseVilla. The final logo is a distinctive representation of the beauty and potential of a life lived fully, resonating deeply with their audience.
- Website Development: The website needed to feel as unique as RoseVilla itself. We built several interactive features to engage visitors:
- A Build-Your-Own-Best-Day tool that allows users to visualize how RoseVilla could enhance their daily lives.
- Two interactive maps: one showcasing the community’s neighborhoods and another highlighting their industry-leading wellness program.
- Wellness Program Mini-Brand: RoseVilla’s wellness program is a cornerstone of their offering, redefining expectations for senior living. To give it proper emphasis, we created a mini-brand specifically for the program. This approach underscored wellness as a lifestyle central to the RoseVilla experience—one that could truly transform lives.
Results
The rebranding effort delivered a cohesive, authentic representation of RoseVilla’s vision. The new brand captures the organization’s heart, while the website and wellness mini-brand communicate their innovative spirit. Visitors now experience RoseVilla not just as a place to live, but as a community where lives are enriched and transformed.
This project exemplifies METTLE 5’s ability to uncover the essence of an organization, translate it into a compelling brand, and deliver tangible tools that drive engagement and success. For RoseVilla, it marked the beginning of an exciting new chapter, rooted in purpose and poised for growth.
Connect with us today to see how we can partner with you on your brand journey.