Legal & General-backed Guild Living, a developer and operator of urban later living communities, has appointed Leeds-based Woven as its strategic and creative marketing agency.
Woven has been working closely with Guild’s experts - including Malcolm Johnson, professor of gerontology and end of life, and lead expert on Channel 4’s programme ‘Old People’s Home for 4-Year-Olds’ - to formulate, position and give voice to the brand.
Woven began this process with a series of branding workshops to understand Guild’s challenges, its audience and the key messages to focus on. Since then, Woven has been working with Guild Living to create and direct the Guild brand, from design and photography to video production and website content.
This has been codified in detailed guidelines that will shape Guild Living’s brand, and the work they do, for years to come. This work recently culminated in the launch of the new Guild website, which carries a bold, unique aesthetic that encapsulates their revolutionary outlook and ambitions. Mark Bower, Woven’s managing director, said: “Guild Living is on a mission to improve the lives of older people and how we as a culture think about ageing. And it couldn’t be more gratifying that they chose Woven to help them do it.”
Eugene Marchese of Guild Living said: “Older people are underserved by the options available to them in later life. Too many feel isolated and wrestle with anxiety and depression, while many retirement environments only exacerbate the situation.
“This needs to change, and for this change to happen it’s vital we have a marketing partner who can tell this story in impactful, disruptive and memorable ways. We’re delighted that Woven has already proven themselves to be that marketing partner.”
Find out more about Guild Living at: guildliving.co.uk