A well-known, family-run real estate company needed help renaming its parent organization, establishing a brand architecture for its portfolio of properties and services, and developing brand identities for new offerings.

Challenge: The company’s owners first approached KDD because the current name had become synonymous with their active adult communities. They were seeking a new name and brand for their parent organization that would maintain the brand recognition they had been building for over 30 years while allowing them to grow and evolve.

The refreshed identity needed to reflect the family’s distinct values, honor the firm’s history, and unite the many other brands under its umbrella, including market-rate apartments, 55+ adult housing, commercial properties, mixed-use developments, lifestyle offerings, and future potential developments.

Result: Taking inspiration from the organization’s heritage and values, KDD helped the owners arrive at a new name for the parent company: LiveWell Group. Our team created an architecture that encapsulated the firm’s full breadth of offerings, and we used design elements of existing property logos to inform our approach to the new visual identity of the parent company. KDD developed a logo package, brand guidelines, business cards, stationery, and recommendations for implementing these changes on the company’s existing website. Ultimately, the LiveWell Group branding brought cohesion to the organization, better conveyed the company’s values, and set the owners up for success in future developments.

After completing the first rebranding project. KDD was engaged to design the visual identity for the active adult communities’ new lifestyle offering: SpinneyLife. Our team created a logo, brand guidelines, and various marketing materials for the new brand.

Click through the gallery below to see more of what we created for Livewell Group: