Goodwin Living, a not-for-profit organization, opened their first senior living campus in Alexandria, Virginia, in 1967. Since then, they’ve built a few more campuses in Northern Virginia. And started providing health services. And home care, hospice, and a groundbreaking brain health program. And even established a foundation to support both residents and team members. In short, if they can find a way to uplift the lives of older adults, Goodwin Living is going to do it.
Our challenge? To create a unified brand and digital experience worthy of their mission. In other words, give them the Plan B treatment.
Over the course of 18 months, we immersed ourselves in their world, learning what makes them tick (Spoiler: It’s purpose, purpose, purpose), hosting discovery workshops, defining their why through the Golden Circle, archetypes, and brand promise, and shaping a brand voice grounded in, well, purpose. Then came the creative: rounds of campaign concepts (a first for the organization) and, ultimately, a new digital home for every part of their work.
And when we say home, we mean a sprawling estate, a luxury housing development, a coveted neighborhood with all the bells and whistles kind of home: thirteen websites that share a unified look, tone, and vision. We reimagined their web architecture, collaborated with each service team, and crafted content that reflected both their warmth and their expertise. Finally, we put pen to paper, paper to pixels, and pixels to an online presence that truly showcases the scope and heart of Goodwin Living.
The response from their team and their residents has been one of pride and excitement. And for us, the partnership is just getting started. The sites are live, the campaign is ready to turn heads, and Goodwin Living now has the brand foundation to match their extraordinary mission.
