Promenade Seniors' Suites

Creative Direction  |  Digital Marketing  |  Brand Management | Graphic Design  |  Website Design | Content Creation

Design, Marketing & Strategic Specialist

As the Design, Marketing and Strategic Specialist for Alavida lifestyles, I designed and implemented the design and marketing for the launch of a new building. 

When Alavida Lifestyles opened a new building at the Promenade Orleans location, our goal was to position this building as a slightly separate community from the Retirement Residence it was joining. The seniors community planned for this beautiful new building boasted a new pool, fantastic social spaces and functions, and exceptionally catered gastronomy. 

To reach 65% occupancy at open (roughly 9 months away), we launched an aggressive campaign targeting primarily women 50-70 (the decision-makers), secondarily men 50-75, and thirdly, younger caretakers of disabled parents in the Ottawa and Orleans, Ontario area. By featuring more youthful and vibrant seniors, and a readable font size, I designed a visual and digital campaign.

Brand Management

To accomplish this visually, I flipped the primary and secondary brand colours, purple and teal, respectively. In doing so, Promenade Seniors' Suites is still obviously part of the brand, but has newer design elements and images to attract the target audience.

Digital Marketing

By implementing Google Ads and Facebook Ads Campaigns, I facilitated art direction and strategy for online content, growing the  brand and social presence, increasing overall impressions and awareness in the market. 

Website Design

Using UX/UI design, I laid out a one-page, simple scroll webpage with a vanity domain featuring floor plans, information on the amenities and and invitation for contact. 

Creative Direction - Print Advertising

Additionally print advertising was used to support our campaign. Here you can see a selection of handouts, info sheets and newspaper spreads. These were all designed in Adobe Illustrator with the Promenade-specific branding I developed. These were placed in the Sunday Ottawa Citizen, mindful of the audience of the Sunday paper, keeping strong images and key messages above the fold and fonts large enough to read without glasses. UX isn't just for digital design!

Creative Direction - Large Print Advertising and Booth Design

For exposure and attention in the months prior to opening, we wrapped the doors and elevator at the Orleans Mall and had a kiosk/booth space with the Vortex and the Bean set up, staffed with a sales person to answer questions and get involved with the community. I also worked closely with the on-site salesperson to create promotions/messages to be featured on a small billboard outside the of the Promenade Location.

Elevator Wrap - Orleans' Mall

We expanded this campaign to be extremely visible in Orleans, ON by putting up a booth at the Orleans mall and by attending trade shows. For the booth, I designed both the "Vortex" (tall horn-like piece) and the "Bean" (horizontal piece) to optimize booth floor space and maximize height visibility. By being one of the tallest instillations at the trade show brought substantial traffic to the booth.

Alavida Booth

Content Creation

I shared internal photos and videos of the construction process across various online platforms, including website content, social media posts, and in local online communities. This helped raise awareness of the beautiful new community and establish credibility by demonstrating that the building was progressing as planned and in alignment with the current community.