There will not be any services offered (meal service, on site nursing care, activity director etc) so this is 100% independent living for people over 55. While the market is saturated with progressive care facilities (where the resident transitions from independent to skilled nursing care) and nursing homes, this community is set apart by the level of independence. The market we’re trying to reach is the active and independent 60-70 year olds who don’t want the look, feel or notion of a nursing home or assisted living. This resident will most likely be downsizing from the house where they raised their family and looking for modern and care-free living but without a large investment or commitment. There is a dedicated paved walking trail through the property and adjacent woods which sets this property apart from any others in the area. There is a reservoir that can be seen from some of the units in the winter but not the summer when the trees are in bloom.
The logo should be modern and we’d like to be free flowing as if in motion. Trees, flowers, sunsets, pictures of old people etc all insinuate nursing homes or are targeting older people, while we want to attract the younger demographics in the late 50’s early 60’s who are active riding bikes, hiking, running, exercising, etc.. We envision a modern symbol showing a hill or mountain to play into the “HILL” part of the name, but don’t want it to look like a ski resort. A play on the Double H’s could work but we’re not set on that. It needs to be classy but not stuffy, maybe whimsical but not cute like a day care or smiley face.
The logo will be used on the huge freestanding signs on the highway, on printed marketing materials, our website, and letterhead/business cards. We are not tied into a color, except that the signs are dark metallic blue with white faces so the colors can’t clash with that, and our corporate logo is a blue that is gradient from bright to dark blue, and these logos will be used beside one another in some of the marketing.
We are open to other tag lines instead of 55+ rental community, however, the words “active” and “independent” and “healthy living” have been overused by nursing and assisted living facilities to the point that they have lost their meaning in a positive way.