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PINE RUN COMMUNITY SEEKS NEW ACTIVE LIFESTYLE IMAGE, CHOOSES DOYLESTOWN DESIGN STUDIO Pritchard Design, a Central Bucks graphic design and visual identity studio, has created a new look for Pine Run Community, a non-profit, continuing-care retirement community owned and operated by Doylestown Hospital. Pritchard’s challenge was to help Hamlyn Senior Marketing of Cherry Hill, N.J., a pioneer in the field of marketing to seniors, fashion the new identity for Pine Run Community to meet the needs, desires and sensibilities of a new generation of active retirees. The studio then applied the new look to a piece about Pine Run’s new building, Fringetree Court. Pleased with the results, Hamlyn then looked to Pritchard Design to breathe new life into all the Pine Run materials, says Laura Pritchard, principal of the studio. Her firm re-worked a 20-year-old look into a new and vibrant integrated system of marketing tools. “I believe our ability to distill the essence of a company and its message down to sophisticated yet straightforward visuals is what our client found appealing.” The new system reflects the active lifestyle of seniors living in the Pine Run community. “Fifty-five plus doesn’t look like it used to, and we chose a color palette and visual approach that represents the tastes and continued vitality of this growing population segment,” Pritchard explains. The system will continue to unfold with future promotional materials as the Pine Run site expands. “People have a whole different outlook on retirement now,” explains Pritchard. “They look on retirement not as winding down, but as the beginning of a whole new chapter of life, free of the constraints of work schedules and homeowner obligations. My goal was to visually translate this energy and sophistication into a fresh approach to a market that has traditionally been restrained and conservative. “I wanted our design to break the mold of staid, passive messaging. It had to be more creative and sophisticated, capturing a sense of anticipation and adventure. I think that’s what people want, and I believe our solution shows more respect for them as vital, engaged human beings.” “Laura understood what our look needs to express: That those 65+ seek gracious accommodations that support an active lifestyle, surrounded by the natural, park-like feel of Pine Run,” says Linda Thomson, Sales Director for the retirement community. “Ultimately, the challenge was combining all these elements into a cohesive look that would appeal to people currently considering how they will spend their retirement,” explains Mary Clarke Confalone, Senior Marketing Specialist at Hamlyn Marketing. “We feel that Pritchard Design expertly captured the exact feel of Pine Run that we are trying to communicate to our audience.” For more information about Pritchard Design, visit www.pritcharddesign.com or call 215-345-0866. To explore Pine Run Community, visit www.pinerun.org. Learn more about Hamlyn Marketing at www.hamlynmarketing.com. |
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PRITCHARD DESIGN • Intuitive Strategic Design for Intelligent Businesses |
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