An older man and woman smile while playing shuffleboard outside on a sunny day. They are standing close together, both holding shuffleboard cues, in front of a building with large windows.

We Transformed a Senior Living Company into a Luxury Lifestyle Community

Industry

Senior Living

What We Did

Brand + Marketing Strategy | Web Design + Development | Photography | Video + Post Production | Print Collateral | Performance Marketing | Email Marketing

Friendship Village

Friendship Village is a not-for-profit, faith-based luxury continuing care retirement community in St. Louis, Missouri, with over 40 years of experience providing excellence across the full continuum.
With over 40 years of senior living excellence, Friendship Village evolved from its roots in assisted living to a forward-thinking provider of lifestyle opportunities and a full continuum of care for its community. This vision was driven by a strategic shift in messaging, recognizing that attracting a younger demographic increased occupancy and revenue.

We took an immersive approach as their 
agency of record, embedding ourselves 
within their marketing team, delving into
their day-to-day operations and building a 
brand from the inside out.

Our comprehensive approach involved transitioning to an agency of record, running targeted digital and print ads, crafting impactful email campaigns, producing engaging video content, implementing a robust SEO strategy, refreshing the website, and fine-tuning the messaging strategy across their continuum of care. We seamlessly integrated with Friendship Village’s in-house marketing team, ensuring a collaborative partnership while departing from traditional senior living language and introducing
a fresh, dynamic, and conversational tone in all materials. This strategic positioning is extending the client lifecycle, securing
their commitment before reaching the typical age for senior
living residence.

A night sky with illuminated drones forming a swirling pattern and the number 50 above a building, while people watch from below. Clouds and a faint purple glow are also visible.
Stylized text “FV 50” in red and gray on a white background, surrounded by a thick red border. The letters “FV” are written in an elegant script font, with “50” in a simple sans-serif font.
A magazine ad shows two seniors playing croquet on a green lawn in front of a brick building. The ad headline reads “Moments of Movement” and promotes an active lifestyle at Friendship Village, a senior living community.
A flyer features a group of smiling people in life jackets on a raft, with mountains and trees in the background. Text below describes travel and adventure, with a logo stating 250 Years with Purpose in red script.
An older man stands smiling in front of a large, colorful hot air balloon with the words “50 Years of Faith and Friends” printed on it, set in a park with city buildings visible in the background.
A group of older adults gather indoors, smiling and conversing. A woman in a blue shirt laughs while another woman with a tan bag stands beside her. The atmosphere is warm and friendly.
A group of seven smiling seniors pose for a photo outdoors, with one woman in front taking their picture. They stand close together, some making peace signs, enjoying a sunny day beside outdoor tables.
Two older adults in red jackets and helmets, one with an arm around the other, smile outdoors. Text reads: “Celebrating 50 Years of Redefining Senior Moments. 50 Years of Faith and Friends.”.
Three older adults walk and talk together on a paved path beside a pond in a sunny, green park with trees, grass, and buildings in the background. Purple flowers blur the foreground.
Three posters feature older adults enjoying different activities: skydiving in red suits, holding a JUST JUMPED! sign by a plane, and dressed up outside a theater. Each highlights “50 Years of Living Life to the Fullest.”.
A smiling security guard in a white uniform and black cap talks with an older man in a green shirt indoors, standing in front of a textured stone wall.
A chef in a black uniform fist-bumps an older man seated at a counter with a plate of steak. A woman in yellow smiles nearby, and a charcuterie board and drink are on the counter in a cozy dining area.
Four older adults are playing bocce ball outdoors. A smiling woman in a white dress is in the foreground, getting ready to throw a ball, while three others cheer and watch in the background.