Epoque Brand Narrative & Creative Concepts
A U G U S T 2 0 1 7
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E P O Q U E
P O S I T I O N I N G
ive
Live well, by design.
This is inspired living that energizes mind, body and soul. Everything has been designed to keep you healthy, relevant and connected —from the style and service to the programming, amenities and technology. It’s a way of life. It’s design with meaning. It’s streamlined simplicity to help you thrive.
ell,
y esign
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E P O Q U E
B R A N D AT T R I B U T E S
rand ttributes This is the image we reflect to the world. These five traits speak loudest.
S T R E A M L I N E D Seamless. Friction-free. Designed to make life easier, simpler, healthier, happier.
S T Y L I S H Inspired. Timeless. Effortlessly chic. No gimmicks. Just quality and confidence.
S U R P R I S I N G Unexpected. Disarmingly different. Energized by new ways of thinking and doing.
P L AY F U L Whimsical. Spirited. Even a little devil-may-care.
H I G H - T O U C H Human-centered. Service-obsessed. Genuinely connected to what people want and need.
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E P O Q U E
TA R G E T D E M O G R A P H I C
udience
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Baby Boomers (“Zoomers”)
• Empty nesters, couples, singles (actively working to fully-retired)
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Age: 55 to 74
Who we’re talking to
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Average HHI: $100K+
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High net worth values
ey escriptors
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Vibrant, active and social
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Affluent, have money to spend
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Tech-savvy, love trying new things
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Well-traveled, well-read, well-cultured
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Value preventative wellness
What they’re about
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Avid readers (prefer print but open to digital)
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Environmentally conscious
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Renters by choice
Ethos of our People
E P O Q U E
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E P O Q U E
E T H O S O F O U R P E O P L E
We’re still the
ule reakers
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E P O Q U E
E T H O S O F O U R P E O P L E
The
iscovery eekers
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E P O Q U E
E T H O S O F O U R P E O P L E
urious nes
The
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E P O Q U E
E T H O S O F O U R P E O P L E
We’ve been around the block, and we know who we are
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E P O Q U E
E T H O S O F O U R P E O P L E
We value reat style& implicity.
T Y P O G R A P H Y Sophisticated simplicity, with a touch of fun. Strong slab serif headlines anchor the page with a clean, contemporary POV. Body copy is rhythmic and readable, while a wide-set sans serif adds some modern zing to subheads.
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E P O Q U E
E T H O S O F O U R P E O P L E
y design Life is better
C O L O R P A L E T T E Clean and classic, with splashes of color. Our mainstay colors are tried and true neutrals. Controlled pops of color from our secondary palette add surprise and delight.
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E P O Q U E
E T H O S O F O U R P E O P L E
and uality and omfort
are king
P H O T O G R A P H Y Shot from the heart. Our photo style is candid and natural. Subjects are fully engaged and in the moment. Environments are somewhat styled but still authentic. When possible, depth of field can be used to communicated freedom and openness.
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E P O Q U E
E T H O S O F O U R P E O P L E
We embrace technology, delight in others and pursue our passions
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E P O Q U E
E T H O S O F O U R P E O P L E
It’s the kind of freedom we never take for granted
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E P O Q U E
E T H O S O F O U R P E O P L E
Win our trust
and we’re yours forever
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E P O Q U E
E T H O S O F O U R P E O P L E
Because living well means looking forward
Research Findings E P O Q U E
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E P O Q U E
R E S E A R C H F I N D I N G S
I N S I G H T : Nobody wants to be reminded of her/his age. Don’t make them feel old.
“55+ sounds boring.”
“It makes me feel like I’m giving up my freedom.”
“We may be older but we don’t THINK we’re old. We don’t like to be pigeon-holed.”
I N S I G H T : Stylish, sophisticated design = vitality. You feel young when your surroundings are. Go big on style and quality.
“The modern, clean feel makes things brighter and younger.”
“Décor is very important….clean, new, open.”
“When we walked into Kent Place we were like ‘this is it.’”
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E P O Q U E
R E S E A R C H F I N D I N G S
I N S I G H T : Friction-free living should float down to the last detail. Design and program with one thing in mind: make people’s lives easier.
“Doors that open easily, ramps. It’s those little things that are under the radar, but they mean a lot.”
“Walk-in showers with doors help everyone. They don’t feel old. They feel modern.”
“We’ll never look at another place where we can’t walk to the grocery store.”
I N S I G H T : Our audience wants what Millennials want. Access. High-end amenities. Personalized service. Tech-friendly features.
“The modern, clean feel makes things brighter and younger.”
“Décor is very important….clean, new, open.”
“When we walked into Kent Place we were like ‘this is it.’”
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E P O Q U E
R E S E A R C H F I N D I N G S
I N S I G H T : Organic community is the secret sauce. Foster it. Don’t dictate it.
“Monthly gatherings are great. But we create our own sense of community.”
“Ultimately, it’s the community around you and the people that make it special.”
“It’s an intangible you can’t put your finger on.”
I N S I G H T : Boomers want to be marketed to in authentic, unexpected ways. Pull don’t push.
“Be innovative and creative in the way you approach me.”
“Simplify and be honest.”
“Don’t use a lot of gimmicks.”
KeyThemes Programming E P O Q U E
This is stylish, contemporary design with clean lines. It’s a sense of control and order. But it’s also thoughtful and warm, with just enough local flavor to enhance familiarity and deepen a sense of place. D E S I G N I N S P I R AT I O N 1. Modern warmth with clean repetition and/or hierarchy 2. Organic, natural elements that foster well-being 3. Tactile finishes Sophisticated & Authentic
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4. Repetition and hierarchy 5. Bringing the outdoors in 6. Native touches
P R O G R A M M I N G & A M E N I T I E S : 7. Large windows that maximize views (Colorado) 8. Cozy, large stone fireplaces with lounge seating 9. Cedar shingles, brick accents to create memorable exterior 10. Native landscaping 11. Local art on walls and surfaces
There’s an instant sense of vitality and momentum from the moment you walk in. It’s rhythm and flow, openness and freedom. Design and programming focus on activating spaces and expanding perspectives. D E S I G N I N S P I R AT I O N : 12. Clever use of architecture to connect one space to the next 13. Lots of natural light 14. Open spaces in key areas Dynamic & Open
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15. Maximized views 16. Vibrant plant life 17. High ceilings 18. Key sustainability features
P R O G R A M M I N G & A M E N I T I E S : 19. Welcoming, dramatic lobby and entrance 20. Rotating gallery of artwork in lobby 21. Today screen with key activities, events, weather 22. Large, open prep kitchen that anchors the room 23. Vibrant arts scene and stimulating lectures 24. Featured footpaths (e.g. reflexology) 25. Outdoor plaza area
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Sophistication is king, but it’s the vibrant touches that keep things interesting. Every day is a chance to stay curious and discover something new. Accents that surprise and delight put the heart into this home. It’s a big part of what keeps us young. D E S I G N I N S P I R AT I O N : 26. Occasional pops of color throughout 27. Discovery/hidden architectural zones 28. Unique shapes and colors in unconventional places 29. Exclusive experiences through clever use of communal spaces 30. Playful nods to nostalgia 31. Interesting architectural details P R O G R A M M I N G & A M M E N I T I E S : 32. Intimate poker/speakeasy/music room with fireplace 33. Large aquarium in common area 34. Unique naming treatment for floor plans (e.g. 70s band names) 35. Outdoor film screenings Playful & Unexpected
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36. Rotating artwork 37. “Hidden” bar area 38. Interesting lap pools
Universal design is a guiding principle for our building. It’s all about making life easier for everyone. Smart conveniences and intuitive features are seamlessly integrated into our surroundings. It’s designed first and foremost with the user in mind—and done beautifully, too. D E S I G N I N S P I R AT I O N 39. Technology that simplifies life 40. Dynamic lighting (bright task lighting, dimmers, etc.) 41. Open, adaptable floor plans that maximize access and mobility 42. Colorful wayfinding and iconography 43. Function first, form second 44. Enhanced sensory feedback throughout 45. Modular furnishings and fixtures P R O G R A M M I N G & A M M E N I T I E S : 46. Curb-less showers; wider, no-step entryways 47. Oversized rooms 48. Motion sensing technology (e.g. faucet); Auditory sensing technology (e.g. Amazon Alexa) 49. Lever handles for opening doors; Slip-resistant surfaces; Grab bars in bathrooms are part of standard fixtures 50. Thoughtful residence manual 51. Accessible electrical/USB outlets 52. Non-carpeted common areas 53. When possible, walking distance/access to grocery stores, healthcare services, recreation and public transit Friction-free & Convenient
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We’re individual thinkers but we’re at our best when we’re in a connected, social atmosphere. Our surroundings play up our interests and deepen our sense of purpose—mentally, physically and emotionally. D E S I G N I N S P I R AT I O N : 54. Spaces that connect into each other 55. Glass partitions 56. Intimate conversation areas 57. Interactive features that massage the mind 58. Dynamic mobile seating that encourages interaction P R O G R A M M I N G & A M E N I T I E S : 59. Lifestyle Ambassador 60. Movie theater that recreates sense of home 61. Outdoor kitchen/BBQ area/fire pit 62. Nightly rental suites for family and guests at reasonable rates 63. Community garden 64. Tool/workshop “sheds” 65. Dog walking/pet stations throughout 66. Virtual golf room 67. Landscaped trails that interact with key points in the community 68. Electric bike rentals 69. Mental games in common areas 70. Mini conference rooms/work spaces 71. Selective events (2x month) 72. Featured state-of-the-art fitness studio with yoga/ Pilates barre studio Together & Active
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Brand Elements E P O Q U E
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E P O Q U E
T Y P O G R A P H Y
Typography communicates streamlined simplicity and that something special.
B O D Y
Adriane ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
H E A D L I N E S & D I S P L AY
Prelo Slab ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Texta ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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E P O Q U E
C O L O R P A L E T T E
N E U T R A L S
The color palette provides a solid foundation for communicating with style and flair.
We lead with this color palette.
Silver
Charcoal
Navy
Copper
PMS Cool Gray 2 C 3 M 2 Y 4 K 5 R 224 G 225 B 221 #E0E1DD
Cream
PMS 874 (For Print Applications) PMS 7510 (For Digital Applications) C 100 M 75 Y 12 K 67 R 24 G 43 B 73 #182B49
Rich Black C 72 M 67 Y 59 K 62 R 45 G 44 B 48 #2C2B30
PMS 2767 C 100 M 75 Y 12 K 67 R 24 G 43 B 73 #182B49
PMS 7506 50% C 0 M 4 Y 12 K 1 R 246 G 239 B 221 #F6EFDD
F L A I R
This color palette is for the splash of color.
Sunset + Cherry
Gold + Goldenrod
Royal + Iris
Artichoke + Arugula
Blue Jean + Open Skies
PMS 7416 C 62 M 00 Y 26 K 00 R 91 G 187 B 183 #5BBBB7
PMS 7510 C 4 M 35 Y 65 K 10 R 200 G 143 B 66 #C88F42
PMS 5275 C 73 M 62 Y 8 K 26 R 85 G 81 B 123 #55517B
PMS 7491 C 43 M 10 Y 83 K 39 R 115 G 134 B 57 #738639
PMS 7455 C 90 M 60 Y 0 K 0 R 64 G 96 B 175 #4060AF
PMS 186 C 0 M 100 Y 75 K 4 R 198 G 12 B 48 #C60C30
PMS 606 C 0 M 6 Y 100 K 14 R 212 G 186 B 0 #D4BA00
PMS 2603 C 73 M 98 Y 0 K 3 R 110 G 37 B 133 #6E2585
PMS 363 C 78 M 5 Y 98 K 24 R 60 G 138 B 46 #3C8A2E
PMS 279 C 70 M 33 Y 0 K 0 R 75 G 146 B 219 #4B92DB
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E P O Q U E
P H O T O G R A P H Y
Joy
Style
Spirit
Candid
Adventure
Simplicity
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E P O Q U E
B R A N D E L E M E N T S
The brand voice is how we speak and sound in all marketing copy.
O P T I M I S T I C Positive. Hopeful. Excited for what’s next.
C O N V E R S AT I O N A L Refreshingly real, straightforward and approachable. No marketing-speak.
D Y N A M I C Engaging. Lots of active verbs and vibrant descriptors. Words like “senior” or “age” are verboten.
C O N F I D E N T Self-assured. Maybe even a little cheeky. Just like our residents.
W E L C O M I N G Warm and inviting.
Logo E P O Q U E
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E P O Q U E
L O G O O P T I O N S
Gold Redux A timeless mark that mimics gold’s inner structure, which is resistant to oxidation. The overall effect is elegant and evocative.
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E P O Q U E
L O G O O P T I O N S
Gold Redux Location The application of the name is centered to the O and Q
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E P O Q U E
L O G O O P T I O N S
Gold Redux Location Additional locations maintain the same alignment.
Messaging E P O Q U E
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E P O Q U E
M E S S A G I N G
Main Narrative
Epoque: ‘epek/
It’s a different way to pronounce what we’ve known all along: That time is what you make it. For us, it’s about focusing on what matters most: being inspired, challenged, healthy and connected. It’s about time to play and time to choose. Time to slow down, and time to rev things up. Finally—a place to call home where style is just as important as substance. It’s about time.
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E P O Q U E
M E S S A G I N G
Descriptor
A different 55+ lifestyle
Mature living with a modern hand
Inspired 55+ living
Prime time, redefined
Time to thrive
Living well for a lifetime
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E P O Q U E
M E S S A G I N G
Sample Headlines Your time is now. Ready for primetime. The era of you. Downsized, but uplifted. Lifestyles of distinction. Distinctive freedom. The freedom to do you. Live vibrantly.
Friction-free living for the stylish and active. Style, substance and don’t forget the style. Streamlined simplicity. Different by design. Effortless by choice. 55+ has arrived. Dwell well, by design.
Creative Concepts E P O Q U E
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E P O Q U E
C R E AT I V E C O N C E P T S
A D S E R I E S First-class Magazine Ad
[HEADLINE] Epoque Adventures
[BODY COPY] Introducing a different kind of 55+ lifestyle. One where residents are just as likely to go sky diving as they are to taste beef tongue on the menu.
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E P O Q U E
C R E AT I V E C O N C E P T S
A D S E R I E E S Construction Billboard
[HEADLINE] Epoque Style
[BODY COPY] Introducing a different kind of 55+ lifestyle. One where your surroundings are as inspired as the life you lead.
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E P O Q U E
C R E AT I V E C O N C E P T S
D O U B L E A D How to break up with your handyman
[HEADLINE] How to break up with your handyman.
[STEPS]
Step 1: Let him down gently: It’s not him, it’s you. Tell him how grateful you are for his service, but you’ve outgrown this relationship. Step 2: While you’re at it, kiss the lawnmower goodbye, too. And your snow shovel, yard work and property taxes. Step 3: Move to Epoque Enjoy friction-free apartment living designed to keep you focused on what matters most.
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E P O Q U E
C R E AT I V E C O N C E P T S
S T R E E T A D Texts from Lonely Adult Children
[TEXT SCREEN ONE] (blue) By the way, mom and I are selling the house and moving to Epoque in Golden. (grey) Wait, what are you going to do with all my old stuff in the basement? (blue) What stuff in the basement? (grey) Dad, are you serious?
[TEXT SCREEN TWO] (gray) Hey, mom, remember me? It’s Gary. You know. Your SON. (blue) Honey! I’m so sorry I haven’t been in touch lately. Your dad and I decided to go to Hawaii last week. (gray) Why didn’t you tell me? Wait, who took care of the dogs? (blue) They have a pet sitting service here at Epoque. (gray) Oh. (pause a few minutes in time stamp) (gray) Well, do you want me to come over tonight? (blue) Can we try for next week? We’ve got that wine tasting tonight.
(much later time stamp) (gray) Dad, are you there?
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E P O Q U E
C R E AT I V E C O N C E P T S
D I G I TA L Web Site Homepage
[HEADLINE] Prime time, redefined.
[SUBHEAD] Welcome to a different kind of 55+ lifestyle
[HEADLINE] Downsized, but uplifted.
[BODY COPY] This body copy talks all about how everything at Epoque has been designed to keep you healthy, relevant and connected—from the style and service to the programming, amenities and technology. It’s a way of life….lorem ipsum dolor……
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E P O Q U E
C R E AT I V E C O N C E P T S
G U E R I L L A TA C T I C Moving Ad
Moving sale
Address: Your house with 40 years’ worth of stuff you no longer need Why: Because the kids are grown and you want more time to travel, explore, grow and play
When: Summer 2018 epoqueapartments.com
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E P O Q U E
C R E AT I V E C O N C E P T S
G U E R I L L A TA C T I C Home Depot Takeover
Send Forum team members to select Home Depot parking lots to hand out “How to break up with your handymen” and “How to break up with your kids” postcards, as well as other Epoque swag.
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E P O Q U E
C R E AT I V E C O N C E P T S
G U E R I L L A TA C T I C Mobile Antiques Roadshow
Send a roving mobile bus across country to evaluate people’s family heirlooms to help facilitate downsizing and moving to Epoque.
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E P O Q U E
C R E AT I V E C O N C E P T S
L I F E S T Y L E C O N C E P T Club Membership
Add an element of luxury and exclusivity to the Epoque brand by introducing the Epoque Club, which could have several components: • Club-level floor exclusive to any Epoque resident worldwide that offers casual lounging, reading library, work stations, inspiring views, daily hors d’oevres and refreshments • Membership includes 2 free annual stays at any Epoque across the country • Extend Club membership to local community members for an annual fee, similar to the extremely popular Langham Hotel Chicago Club (significant source of added revenue)
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E P O Q U E
C R E AT I V E C O N C E P T S
L I F E S T Y L E C O N C E P T Food & Wine Classic Sponsorship
Food & Wine Classic Exhibitor
• Put the Epoque brand in front of 5,000 affluent consumers and industry decision makers by exhibiting at this annual three-day culinary adventure in Aspen, CO. (estimated exhibitor cost: $3,000) • Hand out swag, have home staging experts on hand, set up an “Epoque tasting lounge” on festival grounds
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E P O Q U E
C R E AT I V E C O N C E P T S
L I F E S T Y L E C O N C E P T Coffee Table Book
• Develop an “Urban Outfitters- style” coffee table book, à la Tinder Nightmares , that includes humorous text message exchanges between parents who are hipper and more active than their lonely adult children • A fun way to add a youthful vibe to the brand
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E P O Q U E
C R E AT I V E C O N C E P T S
P R E L E A S I N G C O N C E P T Breakup Kit
• Choosing Epoque means choosing a carefree lifestyle. It’s all about simplifying and streamlining. That means (gently) saying goodbye to things you no longer need, like a handyman, a mortgage and a hoarder’s dream in the basement
• Breakup kit includes:
¶ ¶ CD of our favorite breakup songs
¶ ¶ “We’ve moved” postcards to send to kids, handyman, landscaper
¶ ¶ Kleenex pack
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E P O Q U E
C R E AT I V E C O N C E P T S
P R E L E A S I N G C O N C E P T Lock and Leave Travel Bag
Epoque residents love to travel, discover and try new things. Let’s make it easier for them to get outta dodge at a moment’s notice.
• Travel amenities bag includes:
¶ ¶ Travel-sized toothpaste, brush and branded socks
¶ ¶ Branded luggage tags
¶ ¶ Uber voucher for one free ride
¶ ¶ Airport lounge subscription
¶ ¶ Airline voucher: free checked bag
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E P O Q U E
C R E AT I V E C O N C E P T S
G E N E R A L M A R K E T I N G Swag
Develop marketing swag to have on hand, such as:
• Shirt
• iPhone case
• Bag
• Tennis balls
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E P O Q U E
C R E AT I V E C O N C E P T S
P R O G R A M M I N G Unique Services
1. Lifestyle Ambassador
2. Resident iPhone app with personalized programming
3. Interior design services
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