When a company that owns and manages nursing homes approached us to promote their facilities, we wondered how we could avoid creating the sterile institutional brochures so typical of the medical industry. As we visited several of their locations, we were struck by how committed the staff was to providing an excellent quality of life for their residents. We decided there was no better way to tell their story than by opening a “window” into the lives of the residents. Photographer David Powers managed to capture poignant, candid moments in their lives, illustrating the dignity and grace of these beautiful older people.
The most lasting brand impressions are those that people form for themselves. It’s far more effective to show than tell. What is implied through visuals often tells a more compelling story than the written word. For these nursing homes, we quickly decided that keeping the presentation simple and emotive was the way to go.