A Bold New Branding Approach for the Next Generation of Retirement Living
Truly Deeply was commissioned to create a distinctive brand for a new entrant that would stand out in a highly competitive market and appeal to discerning baby boomers seeking a premium retirement lifestyle.
Truly Deeply’s bespoke approach has seamlessly connected with both our team and our target audience. As a result, our branding and messaging now resonate strongly with seniors seeking premium retirement options in Canberra.
Matt O’Connor, Business Development Manager, Sense Retirement.
The name ‘Sense’ was strategically chosen to communicate the company’s vision whilst resonating with its audience’s needs and aspirations. It celebrates rich, sensory life experiences and an appreciation for refined details.
Backed by leading Canberra developer TP Dynamics, Sense Retirement is not merely reimagining retirement living—it’s spearheading a revolution. The Sense model delivers an elevated lifestyle offering that remains simple, transparent, and affordable.
The brand promise to ’embrace life’s brilliance’ sits at the heart of the concept. Both aspirational and positive, Sense welcomes and celebrates the vibrant opportunities that lie ahead. This promise conveys an appreciation for life’s shining moments, aligning perfectly with the brand’s adventurous personality. An evocative brand story, messaging, and tone of voice create genuine connections with the target audience.
With ambitions to establish premium retirement villages across Australia, Sense required a versatile brand architecture. Whilst maintaining clear brand linkage across properties, we recognised the importance of establishing distinctive communities. Rather than adopting a traditional corporate-led approach, we developed the innovative ‘Sense of (location)’ naming convention. This strategy honours the uniqueness of each location whilst maintaining subtle group brand connectivity. The first village, Sense of Yowani, is situated in Canberra’s prestigious northern suburbs adjacent to the Yowani Golf Course.
The brand identity exudes understated confidence through a beautifully simple type mark, representing both the human essence of retirement living and the immediate emotional response each location evokes. The mark functions as both a lead noun (Sense Retirement) and supporting adverb (Sense of Yowani). The connecting ‘of’ emphasises local authenticity whilst creating differentiated placemaking. The identity juxtaposes a semi-sans humane ‘Sense’ with geometric refined luxury in ‘Yowani’ through thoughtfully selected typography.
The visual language plays with location-specific colours, where natural Australian greens contrast with subtle pastel pinks and blues. Rich close-ups of local flora are delicately layered, creating a sophisticated, low-contrast aesthetic that reflects the distinctive personalities Yowani aims to attract.
Following a soft launch in October with limited social and digital marketing, Sense of Yowani has exceeded enquiry and appointment targets. Sales commenced just two weeks ago, with 30% of stage one already secured.
