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Livelle Mulholland
The Brief
Livelle didn't have a name, an identity, or a single resident when the work started. The ask: get affluent buyers to put real money down on a community that existed only on paper — in a market where senior living barely registers.
The Idea
What it did have was land. 19 acres in the Santa Monica foothills, steps from Calabasas. Unlike the competition, Livelle offered both — nature and a city. The name, the brand, the campaign were all built from that single proposition.
Brand Video
The brand film brought the proposition to life. It lived on the site, and played at tours and sales events. Watch with sound.
Sales Collateral
A premium introduction folder for prospects and priority depositors — designed to hold its own in a sales environment where the brand had to do the heavy lifting before a single unit was built.
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Folder — interior
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Direct Mail
The campaign extended into direct mail — a cadence of pieces designed to reach affluent prospects at home and keep Livelle top of mind through the deposit window.
A cadence of email blasts kept Livelle top of mind through the deposit window — showcasing floor plans, amenities, and the priority depositor program.
Print ran in local Calabasas publications, with executions tailored to specific features of the community — putting Livelle in front of the right audience in the right context.
Sales Office
The sales office gallery wall brought the full floor plan system to life — 33 residences, installed against a panoramic landscape mural, turning a hallway into a selling environment.
Social
The feed was an opportunity to showcase amenities, floor plans, nearby attractions, and content that kept the community top of mind while deposits were still open.
Client
Livelle Mulholland
Category
Senior Living