When Harbor’s Edge – a luxury CCRC (Continuing Care Retirement Community) located in Norfolk, Va. – needed to generate fresh leads to grow its occupancy rate, it turned to Plan B for a brand refresh.

Our creative team dove into everything that makes Harbor’s Edge such a vibrant community, offering older adults the luxurious style of living that they’ve worked for their entire life. After our discovery process, we developed an array of concepts leveraging the brand’s elements and the wide array of features and benefits available to residents. 

From those concepts, Harbor’s Edge selected the theme of “Whatever Moves You.” That idea tapped into the notion of how Harbor’s Edge offers so many things to so many retirees, from the ability to be done with daily chores and home upkeep, to the dynamic location and the energy of Hampton Roads, to the peace of mind offered by the True LifeCare® program and proximity to the area’s Top Trauma 1 hospital, to the all-inclusive lifestyle and resort-inspired amenities. When it comes to residents, both current and future, it’s all about “Whatever Moves You.”

To bring this concept to life, Plan B developed a visual design juxtaposing different items evoking the amenities, features, and benefits of life at Harbor’s Edge to help prospects understand just how many choices can be easily within their reach – and get them excited about making their own move.

Take a look below at some of the pieces we designed for this ongoing campaign.

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