In 2021, Atria Senior Living acquired Holiday Retirement — one of the largest transactions in senior housing history — bringing 240 communities across 43 states under Atria's umbrella. What it didn't bring was a brand ready to compete.

Serving as Group Creative Director, the work spanned four years and the full brand ecosystem: visual identity, brand standards, content strategy, photography and video, multi-channel campaigns, sales materials, signage, and a monthly editorial operation built from zero.

The numbers tell the rest. From 2023 to 2025, Holiday's occupancy climbed nearly 14 points — closing an 8.5-point gap to the national market average. By December 2025, Holiday exceeded the NIC benchmark for the first time since COVID.

The result is Holiday by Atria — a brand modern enough to compete, warm enough to matter. Built from the ground up.