As one of the earliest providers of retirement communities in the UK for the over 65s, Retirement Villages recognised that the moving dynamics in the sector and wider demographics meant it was time for change. Halogen director Gerwyn James set about creating a new communication approach for the business which acknowledged the powerful forces that community, wellbeing, sustainability and a sense of purpose played in realising a healthier and more fulfilled later life.

Changing the focus from a property-led offer to a new proposition for the market, we kick-started a mission to change with forming a new comms team and appointing like-minded digital and brand businesses. The first phase of bringing the strategy to life brought a new strategic approach to digital and a transformed online presence.