Priya Living

Priya Living came to us with big ambitions: turn a Bay Area passion project into a nationally recognized brand, backed by a Welltower investment and a five-year growth plan. Their audience was communities of color, often underserved by traditional senior living, which meant the marketing had to do more than generate leads. It had to earn trust.

The other layer was perception. Senior living carries real stigma, and Priya’s brand had a chance to cut through it entirely, positioning their communities not as a last resort but as a vibrant, identity-affirming home. That called for a full rethink of how Priya showed up, visually, verbally, and digitally, in every market they entered.

We started with the brand itself. Instead of framing Priya as a solution to aging, we leaned into joy, a bright, expressive palette, playful patterns, and a tone of voice that feels like an invitation rather than an institution, then built comprehensive brand standards so that identity scaled cleanly across every property and market. To keep it locally resonant without losing national cohesion, we developed market-specific sub-brands with localized SEO, overhauled Priya’s digital presence, and embedded leasing tools, serving as their full-service marketing and design partner for eight months.

The new brand and platform delivered across every metric that mattered, from stronger search visibility to deeper engagement and a near-doubling of leasing conversions that validated both the strategy and the infrastructure behind it. What began as a single Bay Area community is now a recognizable name in culturally inclusive senior living, with the foundation in place to keep growing.