Elysian Residences.
Retirement living with Character.
There is no such thing as a stereotypical older person. Like everyone, older people are more varied now than ever before. However, too often they aren’t regarded as individuals and can be constrained by expectations of how older people should live.
Elysian is on a mission to change this, and our task was to create a brand and positioning to champion individuality. That’s why we created ‘retirement living with character.’
It is our characteristics that make us who we are. They add colour, depth and vibrancy to life and should be celebrated. That’s why Elysian create different, beautifully designed buildings & interiors inspired by their local area. Many distinct types of generous, stylish apartments to choose from and own. With plenty of space and freedom to decorate.
Their Residences have green space, restaurants, bars, wellness centres with a gym, spa and swimming pool and a variety of classes. All with 24/7 support and security, a maintenance team, future-proofed, adaptable apartments and care if you ever need it.
Inspired by galleries and art brochures, the design of Elysian Residences employs a blocking system that champions content, without impeding breathing room. The type system is robust, with headlines set in GT Super Display, and body copy set in FK Kunst. There is freedom to switch between the two, where contextually appropriate. The colour palette creates a visual narrative through neutral primaries, complemented by strong accent colours, which establish definition.
The Elysian audience are extremely adverse to marketing of any kind, so a large part of our role was to create a tone of voice, messaging bank and photographic treatment that resonated with them. It is essential to show a quiet understanding of the audience, recognising them in the position of control/choice. Representing them as authentic, sociable, individual, positive, life-loving, cultured and independent.