Burghley Living creates beautifully designed communities for over-55s, offering a more considered approach to later-life living. Watson St was initially engaged to refresh the brand positioning, moving it towards a more aspirational, lifestyle-led identity designed to attract an affluent and vibrant community. Following the successful refresh, Watson St became an ongoing marketing partner, supporting the brand across strategy, content and digital marketing to strengthen visibility, engagement and enquiries.

THE CHALLENGE
Burghley Living had established a strong reputation within the retirement living sector, but wanted to evolve the brand to appeal to a new generation of over-55s.

The ambition was to move away from traditional perceptions of retirement living and create a more aspirational, lifestyle-focused identity that reflected the experiences, independence and community available to residents.

The focus was on:

• refreshing the brand identity and visual direction

• creating a more contemporary and lifestyle-led presence

• appealing to an affluent and vibrant over-55 audience

• strengthening the connection between the developments, the lifestyle they offer and the communities they create
   

REPOSITIONING THE BRAND
Watson St was initially engaged to refresh Burghley Living’s marketing presence, helping shape a new direction across visual identity, messaging and content.

The approach focused on creating a more premium and engaging brand experience, ensuring every touchpoint reflected the quality of the developments and the aspirations of the people they were designed for.

Following the successful brand refresh, Watson St was retained as an ongoing marketing partner, expanding support across the wider customer journey.