Rebranding a New Hampshire Assisted Living Facility
Scott-Farrar at Peterborough is a licensed assisted living community with a history of more than one hundred years serving seniors in downtown Peterborough, New Hampshire. The current building was built in 1957 and provides 14 apartments in a small, home-like atmosphere. The home has an active Board of Directors and a stable endowment.
The FirstTracks team developed a strategy to rebrand the community as a vibrant new facility with beautiful, spacious apartments and all the amenities and activities of an upscale senior community within walking distance to a culturally rich downtown.
The design strategy included creation of a complete marketing/sales package, incorporating:
Logo and branding, View book, Pocket folder, Site, building, and apartment plans booklet, Pocket brochure, Forms, Letterhead and business cards as well as Notepaper and envelopes.
To develop logo and base branding imagery, FTMG drew inspiration from the natural environment. A stylized cat o’ nine tails echoes the nearby Nubanusit River and scenic wetlands and anchors the elegant combination of classic script and serif typeface.
The 14-page view book was developed to highlight the three levels of living — independent, assisted living and memory care, and also feature the cultural richness of the surrounding area. The view book includes large, friendly imagery of people in the 60s through 80s age group, as well as photos of iconic local scenes. The committee elected to use local people in the photography instead of stock images in order to lend more authenticity. The design incorporated large headlines, warm and rich colors, and minimal text. Once the view book was completed, the remaining collateral pieces were created to complete the sales package.
Bringing it all together
The comprehensive marketing package accomplished the goal of changing the image of the community to reflect a more upscale, independent living lifestyle. Construction of the new Scott-Farrar at Peterborough community broke ground in the spring of 2014 and will opened the following year.