Holiday by Atria
One Brand. 240 Communities.
Building a single identity across 240 communities in 43 states — without losing what makes each one feel like home.
In 2021, Atria Senior Living acquired the management operations of Holiday Retirement — then the third-largest senior living operator in the country — in one of the largest transactions in senior housing history. The deal brought 240 communities across 43 states under Atria's umbrella, and required a brand capable of unifying them all.
Serving as Creative Director, the work spanned the full brand ecosystem over three years: visual identity system, content strategy, blog platform, photography and video direction, multi-channel campaigns, email programs, sales materials, signage, and vehicle branding — built to scale nationally while staying locally resonant in each community.
The result is Holiday by Atria — a brand modern enough to compete, warm enough to matter.
Services Provided:
Creative Direction
Brand Design
Visual Identity
Art Direction
Photography:
Jessie Kriech-Higdon
Telling the Story Across Web, Video, and Email
To deepen engagement and drive leads, I led creative direction for a full digital refresh—including a rebuilt website with bi-weekly blog content, a revamped YouTube channel, targeted video campaigns, and ongoing email outreach. From scripting and storyboarding to deployment strategy, each piece of content was designed to reflect the warmth and clarity of the Holiday brand. The result is a connected content ecosystem that educates, builds trust, and keeps the brand top of mind for prospective residents and families.