Retirement village developer appoints creative agency

Retirement village developer Untold Living has appointed creative agency Fluid Ideas to look after its branding and marketing campaigns as it gears up for expansion.

Untold Living’s first scheme is at Chantry Court in Westbury, Wiltshire, and sites have been secured in Crawley in Sussex and Newport in Shropshire for future developments.

Untold Living is led by chief executive Russell Jewell and, with backing from investment firm Matter Real Estate, is acquiring a number of sites.

Chantry Court has 64 homes, a restaurant with sun terrace, bar, lounges, library, hair salon and a cinema, as well as communal gardens and regular activities providing social and educational opportunities.

Jewell said: “Fluid have been a pivotal influence on the development of Untold Living. They have helped us to define our brand and develop a comprehensive marketing strategy, being always proactive in their approach.

“Their previous experience working in the senior living sector has been invaluable, but their broader reach has contributed enormously in helping us to differentiate our concept from others in an increasingly competitive landscape.”

Phil Harvey, joint managing director of Fluid Ideas, who has led the agency’s team working on the projects, said: “We were tasked with developing the branding and associated marketing strategies to tell the story and help promote a new brand in the later living sector. It’s an immensely exciting and rewarding project to be part of.

“Our strategy is to really immerse ourselves in each location, getting to know their rich history and diverse culture, in order for our marketing to truly resonate with the local communities which Untold Living will care for. With one established village and several others on the horizon, we feel privileged to be part of the Untold Living journey and are pleased to be able to share our extensive industry knowledge with them. The future for Untold is really exciting.

He added: “Fluid was propelled into the retirement sector back in 2004, and we have spent the past two decades building up lots of industry knowledge, from supporting retirement organisations and helping them gain planning consent and organising consultations, to early engagement where we help clients to sell from plan, through to selling and marketing mature retirement villages.

“We’ve been at the heart of multiple successful retirement brands and community launches, and have a track record of supporting hundreds of millions of pounds worth of property being sold. We look forward to replicating this success with Untold Living.”

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