Brand positioning for a different kind of retirement experience

Riverstone offers a new kind of retirement living that’s unlike anything else available in London. It was established by experienced alternative sector developers and hospitality experts in 2017 with the backing of Goldman Sachs.

Building on Riverstone’s substantial research into people’s hopes and expectations of retirement versus the reality, a purpose statement and strapline were created that conveyed in simple terms why retirement living with Riverstone is different.

Three building blocks for the purpose statement were independence, individuality and choice which culminated in the strapline: “The life you want to live”. Brand strategy and positioning work led to copywriting of several high-end marketing brochures, website components and service guides, as well as advertising and direct marketing.

Working with Identity Design