Baptist Community Services NSW & ACT, now BaptistCare, wished to develop a lifestyle retirement village which would be in keeping with the needs and expectations of the baby boomers entering the retirement living market. At the same time they wanted to establish credibility and trust for this new entity by drawing on their reputation and experience as a provider of both accommodation and care.
In 2010 Marketability was engaged to research, brand and position the new community in Kellyville, nestled within the Cumberland State Forest. The unique approach taken included – brainstorming and innovation sessions, a brand development and creative briefing process, focus groups and development of collateral material to support the new brand entity.
As a result, The Gracewood brand name was established, evocative of a stylish and elegant wooded environment, which clearly differentiated it from older existing retirement villages the Hills District, with the promise of an enhanced lifestyle endorsed by BaptistCare.