For more than 100 years, Chelsea Retirement Community (“CRC”) has been a leading provider of care and services for Michigan seniors. Harrington Communications is CRC’s design and marketing agency of record. Recently, CRC asked Harrington Communications to update its brand to reflect the true nature of the community. We worked extensively with CRC’s marketing team and senior management to develop a brand identity and marketing materials that make CRC stand out in a crowded field of competitors. Centered around the theme, “A Community in Harmony,” CRC’s new identity and marketing materials focus on the residents and staff that make CRC such a special place, and the passions they are able to pursue at CRC. From a new website, newsletters, direct mail pieces, and more, CRC has a comprehensive marketing strategy and brand that helps it achieve its objectives.