ASX listed Lifestyle Communities has long been an innovator in the retirement living sector, but when a new CEO and marketing director arrived from tech behemoths, REA Group and Uber respectively, things were bound to get (even more) interesting. 

Beginning their roles during a turbulent time for LC, the new team demanded a bold new direction for the business and commissioned BAM to redevelop the brand’s strategy, positioning and overall direction.

The result of the extensive research and strategy project that followed was the development of a new external and internal facing brand platform: Way to Live. An idea that speaks to the sense of empowerment and belonging Lifestyle can unlock in its customers, many of whom (after freeing up equity and landing in communities of like-minded folks) find themselves finally able to live the life they’ve been dreaming of.

As well as sparking a refresh of brand collateral and website, the new brand platform inspired a redesign of the Lifestyle Communities’ visual identity and logo, and the creation of a new ‘brand system’ to govern each of the many and varied parts of the organisation – all overseen and spearheaded by By All Means’ design team.

And, of course, sitting alongside all of this work is a campaign designed to relaunch the newly repositioned brand.

Two brand TVCs, a suite of radio spots, a state-wide blitz of outdoor, digital and print, and a campaign track featuring the Joe Cocker’s blockbuster track ‘Up Where We Belong’ is the sign of a brand that’s not only confident in itself, but confident in a meticulously crafted strategy, platform and campaign designed to announce to the world that this brand is back: bIgger and better than ever before.