Cumberland View Retirement Village
As unique as you are
Cumberland View Retirement Village
As unique as you are
Challenge
Located in Wheelers Hill Victoria, Cumberland View provides retirement living, home care, aged care and respite in the form of a central aged care building along with over 250 individual villa units set across the development’s expansive 34 acres.
Having successfully operated for close to 40 years, many of the units were now being renovated and a sales drive was required to help market the independent living offer and reposition the village more broadly. The challenge was in communicating the benefits of an established village to a market in which there are myriad new developments to choose from.
Solution
Aged care has become big business, with larger operators building modern but cookie-cutter projects spread over many locations, often housed within a single large building operating more like a hotel. Cumberland View is not shiny and new but has developed a sense of place that can only come through the passing of time. The village’s value proposition to residents is built around this unique, single-village focus and its vast open spaces.
The rebrand celebrated Cumberland View as a one-off offering, as unique as the residents who live there. The brand platform – “As unique as you are” – was reflected through considered application of handwriting, along with resident portraits, quotes and profiles used throughout marketing materials.
Celebrating individuality
Commissioned campaign photography helped reinforce the unique aspects of the village along with the residents who call it home.
Campaign photography by Lynton Crabb
Videography by The Sensory
Tailored signage
Key wayfinding, totem and entrance signage was also produced. Viewing points located throughout the village highlight the unique surrounding views, flora and fauna.
Signage fabrication by Signcraft
Results
With a new website and marketing collateral in place, strong levels of enquiry have come in across all areas of the Village offering.
“Self-titled managed to concisely articulate Cumberland View’s unique offering in an authentic way. The well considered brand, and branded touch points allowed us to reinforce our point of difference within the industry and highlight our distinctive offer to the broader community.”
