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We took a fresh approach when launching Mayfield Villages – a new and unique retirement living concept – to market. Our refreshingly different brand identity and logo was disruptive enough to grab our audience’s attention, clear enough to quash many of the myths and misconceptions surrounding the category, and brought awareness to an offering they didn’t even know existed.

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Refreshingly different

Our bold logo captured the ethos of Mayfield Villages, while our creative platform, ‘Retirement Refreshed’ ensured that everything from the launch campaign through to the marketing collateral – press, direct mail, brochures and even the eye-catching hoardings around the new development – was modern, fresh and disruptive.

To capture imaginations, we crafted two wonderfully intricate worlds, mixing CGI and hyper-real photography with the exceptional attention to detail you find in a Mayfield village. Each concept showcased different aspects of the village, built inside objects that represent freshness: a crisp apple and zesty orange. Combined with a vibrant colour palette, the final executions weren't just stunning but they were unexpected for the category – just like Mayfield.