A new name and identity for premium retirement living

Classic Residences billboard
Retirement Alliance – A new brand that reflects a group of successful and premium retirement villages.

Our work with Becton began in 2008 when we developed their brand architecture framework. With a reputation in property and construction, we needed to consider how the new retirement living offerings would be best represented to the market. The result was the creation of a differentiated Becton retirement group brand and the development of a family of brands, with a consistent look and feel across the different retirement villages.

As part of the creation of the retirement living brand, we developed a new brand strategy framework that was centred on ‘enriching lives’ and supported by a set of brand behaviours known as the ‘Five Fs’.

The global financial crisis put enormous strain on Becton’s highly geared property development and construction business. In 2011, the media speculation about Becton’s financial viability gained momentum. Despite the retirement division operating as a successful and profitable business in its own right, it was felt that the brand association to Becton had the potential to negatively impact and hold back the retirement business.


While differentiated as a brand, the retirement living business still shared the Becton name. We needed to audit the brand and understand what impact the name and brand link to Becton was having on purchasing decisions at the individual villages and whether the group retirement brand needed a change of name and identity.

In November 2012, we conducted primary research of various stakeholders across the retirement group. We interviewed staff, recent residents and the prospects that were lost across their villages.


Our research did discover some concern around Becton and the impact this was having on people’s decision to purchase at the villages. However, while knowing who owned and managed the village was important, residents placed more emphasis on the importance of the local village brand.

When Becton’s property development and construction business went into receivership in February 2013, it became imperative to decouple the retirement business and establish a new name and identity.

Rather than create a completely new group brand, the research highlighted an opportunity to hero the positive reputation of the local villages and transfer this brand equity back into the group brand.


The new name ‘Retirement Alliance’ reflects the strong partnerships that exist between owners, residents and staff. The concept of an alliance also supports the brand architecture strategy to create a stronger alignment from the group brand to the villages.

Retirement Alliance’s brand positioning and DNA still reflects a passion to create enriching living experiences for over 55s and this is supported by the ‘Five F’ brand behaviours.

Design Solution
The new brandmark was inspired by the village brands that we created in 2008. The five petals of the rosette in the village brands have always represented the ‘Five Fs’. As we were redesigning the new group brand, we had the opportunity now reflect a closer connection between the group and village brands.

The rosette was reimagined in a more sophisticated metallic colour to distinguish it from the villages and ensure it stands out amongst its corporate peers. A new font and a colour palette deliberately shifts the brand away from its Becton past and provides a contemporary and corporate brand that clearly brings the family of villages together.

A new design framework was also developed to enable the village brands to continue to hero their unique place identity with a strong family link back to the parent brand through the use of colour and the ‘rosette’ icon.

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retirement living marketing

retirement living marketing agency




Truly Deeply provided stakeholder and customer primary research, brand positioning and strategy, brand architecture, naming, brand identity design, advertising and communication strategy, design and management. Truly Deeply also created a team of digital, web and video experts to redesign and market the website as well as develop a sales video.

“Truly Deeply have developed a deep understating of our business and the sector in which we operate over many years. Their response to our changing business imperatives, brought on by the calamities of the GFC, was considered and decisive at a very important time.

The end result was a smooth transition to a new brand for our organisation, retaining the good bits and leaving the rest behind. Most importantly, the process established a high level of confidence amongst our customers, staff and investors about our business strength as well as an increased excitement for our future.

Our rebranding is essentially complete and our business is thriving – Truly Deeply has been a critical partner to this success.”
Stuart Nicholson, CEO Retirement Alliance.

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