Frank Residences
CHALLENGE
Frank Residences was a brand-new luxury senior living community in San Francisco, preparing to open its doors at the height of the COVID-19 pandemic.
The challenge was to launch and fill a newly built luxury residence during COVID-19, when fear, isolation, and uncertainty made families hesitant to go out. With in-person tours and traditional marketing constrained, the brand needed to establish trust, convey the quality of the living experience, and drive occupancy through digital channels.
The opportunity was to build a distinctive brand identity that balanced luxury with warmth and care, then translate it into a digital-first marketing experience that brought the residence to life, connected emotionally with families, and turned uncertainty into confidence.
ROLE
Senior Brand Designer
IMPACT
Within three years, Frank Residences reached 94% occupancy, establishing the property as a recognized luxury senior living destination in San Francisco. The brand built strong visibility in-market, including a prominent presence in Google search, helping families discover and explore the community when researching senior living options.
The identity also became part of the property’s reputation beyond its marketing. Recognition grew through word of mouth and family referrals, as Frank Residences became home to families looking for a place that combined luxury, care, dignity, and a genuine sense of belonging.
The identity also became part of the property’s reputation beyond its marketing. Recognition grew through word of mouth and family referrals, as Frank Residences became home to families looking for a place that combined luxury, care, dignity, and a genuine sense of belonging.
Key outcomes
• 94% occupancy within 3 years
• Strong Google visibility and discoverability
• Built recognition as a luxury senior living destination in San Francisco
• Generated word-of-mouth awareness and family referrals