Holiday Senior Living
Bringing Story, Scale, and Soul to Senior Living
Rebranding at Scale: Building a Modern, Human-Centered Identity for 200+ Communities
Following Atria’s acquisition of Holiday Senior Living, I led the full rebrand of the company—transforming a portfolio of over 200 communities into a unified, modern brand with a warm, human-centered identity. My role spanned everything from brand strategy to hands-on execution across digital, print, and physical touchpoints.
Over the past three years, I’ve led the development of a refreshed visual identity, a comprehensive content strategy, and a new blog platform to better connect with prospective residents and families. I also launched a targeted email program, directed multi-channel campaigns, and overhauled Holiday’s photography, video, and sales collateral. Additionally, I revitalized the brand’s YouTube channel with episodic storytelling and led creative for community signage and vehicle branding.
The result is a scalable, emotionally resonant brand system—built to support local communities while driving national growth and long-term equity.
My role:
Group Creative Director—2022-present
Client:
Atria Management Company
Services provided:
Creative Direction
Art Direction
Product Ownership
Brand Strategy
A Modern Identity Rooted in Warmth and Simplicity
The new visual identity for Holiday was designed to reflect warmth, simplicity, and confidence—qualities that speak to both the residents and families we serve. We developed a flexible system built around clean typography, a fresh color palette, and real photography that feels inviting and unforced. The goal wasn’t just to modernize the look—it was to create a visual language that could scale across 200+ communities while staying human at its core.
Bringing the Brand to the Front Door—and the Open Road
From community signage to custom van wraps, we extended Holiday’s visual identity into the real world with clarity and consistency. Every physical touchpoint was an opportunity to reinforce the brand—welcoming residents, families, and prospects with a look that feels cohesive, modern, and unmistakably Holiday.
Bringing the Brand to Life Through Photo & Film
To reflect the warmth and energy of life at Holiday, I led art direction for photography and video across national campaigns and local community shoots. From casting and shot planning to on-set direction and post-production, I worked to ensure every image felt authentic, modern, and emotionally grounded. The result is a cohesive visual library that not only elevates the brand—but actually looks like the people we serve.
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.