From this evolved not only a new name, but also a brand idea. Bloom Senior Living is about creating living environments where residents are given the tools, resources and encouragement to do something that isn’t talked about in this category: to flourish as human beings.
We first established a visual tone that projected spunk and playfulness. When it came to typography, we aimed to balance contemporary modernism with warmth in both print and digital projects, catering to our audience of the elderly and their children by prioritizing legibility. The color palette and texture anchored the “bloom” concept, evoking feelings reminiscent of spring, growth and renewal.
Given the audience, we knew Facebook was going to be our primary focus in the social space. Taking our creative branding as our starting platform, we created a whole new look and feel for Bloom’s Facebook page, increasing their social audience and driving traffic to the Bloom site.
We over hauled the Bloom website and applied the new creative to each area of the site. Keeping the audience in mind, we kept areas clean with the ability for our elderly user to bump up the font size if needed. Our printed materials showcase the playfulness of the brand to engage the target audience and encouraged folks to come in for a visit.