Anthology Senior Living

Our clients at CA Ventures approached us with an exciting opportunity. They planned to launch a series of luxury senior living communities designed to break the mold in an otherwise dull and uninspired category, but they needed everything—a name, a brand, a voice, a website and lead generation materials—and they needed it all within a year.

I joined this project during the naming process and delivered the chosen name, Anthology—an homage to the collective stories and unique lives of each community’s residents. From there, my creative partner and I developed a brand identity and premium, boutique-inspired campaign assets. For this project, I also faced a unique copywriting challenge—translating huge amounts of sensitive and sometimes very technical source material into elevated yet accessible language across the brand’s website and print collateral.

My Role: Senior Copywriter
Senior Art Director: Dana LaCoco
Agency: Upshot