Acknowledgements: PARC, Louisa Flinn, Rainer Müller, Mahla Balicki, Graphically Speaking (website design)
- Brand Guidelines
- Brand Strategy
- Environmental and Signage Program
- Graphic Systems
- Marketing Campaigns
- Visual Identity
With four senior residential communities, and the parent company each having its own specific logotype, Pacific Arbour Retirement Communities had a disconnected identity and as a result, a diluted positioning. The new name would be the fitting acronym – PARC. PARC’s strategic plan was to increase market share by both improving the residential products and establishing a new brand platform from which to better engage and connect with the audience and Client. Boyle was selected to interpret the business problem, oversee brand strategy, and resolve with a new visual identity and brand platform.
After comprehensive discussion and Client collaboration, and with the challenge and project’s vision further defined, the themes of community, belonging and socialization became drivers for the solution. From the resident’s and market’s perspective the PARC identity also had the ironic requirement of needing to convey safety and security, while also communicating that the PARC residences were about (one’s) independence and possibility. The creative would aim to go beyond predictable outcomes and typical approaches found in the market and the solution would also have to resolve the ambiguity of the current logotypes.
Looking carefully at how typography could serve the challenge and taking advantage of the 4 circular and ‘human’ characters in the word, a font with open, pure geometric counters was selected. Combined with the supporting slabs of Lubalin Graph, the open and supportive traits of the right angle were additionally introduced to ‘hold’ the names of the residences. This made for a unique and recognizable system and family of marks; all five logotypes in the family of marks reinforce one another. Company collateral, a new advertising language, a signage program, and a new responsive web presence were all developed after the visual identity was conceived.
Anchored with a visual identity that is unique and progressive for its market, PARC now boasts a recognizable brand platform, increased occupancy in the residences, and a vast increase of traffic to its new website.
Dennis Boyle is an exquisite designer and highly innovative thinker. He has a flair for innovative and brilliant designs that truly reflect the needs and desires of the intended audience. He is meticulous and thoughtful and truly sees design from every angle and possibility. I have worked with Dennis on Island Savings Credit Union for their brand transformation, Pacific Arbour Retirement Communities (PARC) for their brand relaunch, and the brand launch for Lifetime Daily. I would highly recommend Dennis for creative brand strategy and execution.
Louisa Flinn, VP Sales & Marketing
PARC Retirement Living
Dennis was a key role in PARC’s success. Great job and thank you so much. Consultant of the YEAR!
Rainer Müller, Founder and Chairman
PARC Retirement Living