Legacy at Mills River is a continuing care retirement community located in Asheville, NC, an area known for their arts & crafts architecture. While they have a lot of the same services and amenities as other CCRC’s, one thing that really sets them apart in the category is their equity model. Residents own their property outright — they can design it as they like, live in it as they please, and then pass it along to their family members.
After taking a hiatus during the market crash, they decided it was time to re-enter the market with a new brand identity. Below are three directions we presented to the client, ultimately choosing the first with aspects of the third.