VieActive

VieActive was entering the market with a strong vision, but without an established brand or digital presence. The challenge was to create a distinctive and credible identity that would resonate with multiple audiences including individuals aged 65+ seeking a vibrant and independent lifestyle, family members involved in decision-making and investors and partners supporting the development of the communities

The brand needed to strike a careful balance. It had to feel:

• aspirational yet accessible
• modern but reassuring
• premium without feeling exclusive
• supportive of independence while emphasising community

Alongside the brand, VieActive also required a website and communications system that could clearly express this vision and support future growth.

We worked closely with the VieActive management and marketing teams to develop a cohesive brand and digital platform that aligned with their long-term ambitions. The project focused on three key areas:

1. Brand identity and positioning
2. A flexible brand system for future developments
3. A website and communications platform to support engagement

Throughout the process, we drew inspiration from premium European lifestyle brands, hospitality design principles and the evolving expectations around modern retirement living.

We began by defining the core identity of the brand — how it should look, feel and communicate. The brand needed to reflect a number of key characteristics including vitality and energy, elegance and refinement, trust and reliability, inclusivity and community and finally independence and empowerment.

Brand Development

We developed a distinctive logo marque and tagline that could be used consistently across digital, print and physical environments. From there, we created a full brand system including a refined colour palette, typography and font hierarchy, imagery style and tone and guidelines for visual and written communication.

A key requirement was flexibility. The system was designed to allow for elegant co-branding with individual village names, ensuring consistency across future developments while allowing each location to retain its own identity.

Communicating the Vision

Beyond visual identity, the brand needed to clearly communicate the value of the VieActive offering. We worked to articulate key themes that underpin the concept:

• modern, energy-efficient homes designed for long-term living
• secure, managed communities with on-site support
• a strong sense of community and shared experience
• opportunities for social connection and active lifestyles
• reduced day-to-day responsibilities through managed services
• a positive contribution to broader housing needs

The overall goal was to position VieActive not just as a housing solution, but as a progressive and positive approach to later-life living in Ireland.

Website & Digital Platform

With the brand established, we designed and developed a website to bring the concept to life.

The website was designed to clearly communicate the vision and benefits of VieActive communities, appeal to both residents and their families, support engagement from partners and stakeholders and provide a scalable platform for future developments

Key considerations included:

• a clean, modern and approachable design
• carefully structured content to guide users through the offering
• strong visual storytelling through imagery and layout
• clear messaging that balances aspiration with reassurance

The result is a digital experience that reflects the quality and ambition of the brand while remaining accessible and easy to navigate.

Visit the VieActive website