Coterie Senior Living is a new kind of refined — offering discrete care, an active intellectual and social life, and anticipatory, world-class service for distinguished older adults.

As a new generation reached retirement and senior citizenship, there existed no options for influential, urban-dwelling older adults seeking a luxury senior living environment. With the desire and resources to fill this gap, Coterie approached the studio looking for a brand that would engage, invite, accommodate their growing affluent consumer.

The studio began with brand pillars that would speak to their sophisticated clientele: elegance, community, and influence. We built every aspect of brand development, from strategy and positioning, branding and iconography, to architectural considerations around the story of discrete care, an active intellectual and social life, and anticipatory, world-class service. When the time came to launch this disruptive brand, we used energetic photography and dark, sophisticated, gold-foiled collateral to tell this story to the most distinguished older adults and those who care for them.