Metlifecare Brand
Welcome home
Metlifecare, one of New Zealand’s largest retirement village providers, faced a challenge of low brand awareness compared to its competitors. The task was reconnecting the Metlifecare parent brand with its villages and reinvigorate the brand’s marketing strategy as part of the organisation’s growth strategy and KPIs.
While individual villages had strong local recognition, the parent brand lacked visibility, creating a disconnect. Working closely with Metlifecare’s leadership team to develop a unified strategy, including new values and value proposition, internal stakeholder engagement, brand narrative, and market positioning. The result was a refreshed brand identity, including a new logo, colour palette, photography, key messaging, wayfinding and marketing collateral.
The new value proposition, “Welcome Home,” repositioned Metlifecare and aligned the parent brand with its individual villages, highlighting the bespoke nature of Metlifecare villages and how there is a Metlifecare village for everyone.
A launch campaign, including TV commercials and supporting marketing collateral, highlighted the message of finding a place that feels like home.
This strategic rebrand not only raised awareness but also provided a platform for aggressive growth, with Metlifecare expanding from 27 to 37 villages. It generated sales leads, drove growth across both new developments and existing villages, and positioned the company for ongoing success.
Produced at Choir.