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.
