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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 challenge was getting affluent buyers to put real money down on a senior living community they couldn't yet walk through.
The Idea
What Livelle did have was land: 19 acres in the Santa Monica foothills, steps from Calabasas. Where competitors offered seclusion or access, Livelle could offer both. The name, identity and campaign were all built around 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.
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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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.
Print ran in local Calabasas publications, with executions tailored to specific features of the community and placed where the right audience would find them.
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
With no residents or finished spaces to photograph, the feed sold the life ahead through amenities, floor plans, nearby attractions and the possibilities of the community taking shape.
Client
Livelle Mulholland
Category
Senior Living
Partners
CDs/ADs: Jon Shkiele, Don Weaver