Background

Lexington Square is an independently owned and operated senior living community with two locations in the Chicago suburbs.

Challenge

Empower Lexington Square’s marketing and sales programs with a powerful new marketing story.

Solution

Key learnings 

• Lexington Square residents are a feisty bunch who do not see themselves as old. The family that owns Lexington Square family is feisty as well.

• “I do it my way” is the common denominator among Lexington Square residents and ownership. 

• Residents praise Lexington Square for its robust year-round schedule of trips–to shows, restaurants, bowling, etc. Trips are catnip for Lexington Square residents.

Brand strategy 

• I identified “feisty individualism” as the Lexington Square brand essence. 

• I created a positioning idea: “Let’s go.” For senior citizens who don’t see themselves as old, Lexington Square is the “Let’s go” retirement community.”

• I established 4 brand pillars: Comfort, Control, Mobility, Adventure 

Brand expression

• I translated the brand strategy into a creative platform–“LexLife.” LexLife is ‘More choices. More trips. More fun.”

• I developed a multi-phase brand activation plan.

Key Deliverables

• Brand moodboard

• Brand guide

• Customizable print advertising templates

• Interior signage

• Launch marketing plan

Outcome

Lexington Square took LexLife and ran with it. Nearly a decade later, the idea is still alive and well at lexingtonsquares.com.

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