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Grace Gardens

3rd3rd developed a lifestyle-focused brand and launch campaign for Grace Gardens, Town & Country’s new memory care community in Orange County, California, helping secure 32 deposits before opening despite the challenges of COVID-19.

Grace Gardens homepage

Challenge

Town & Country planned to launch Grace Gardens, an 88-apartment memory care community, in a competitive market during the pandemic. The brand and subsequent launch campaign needed to differentiate the community, generate interest and build occupancy while competing in an over-saturated market (with lots of for-profit neighbors) and maintaining a cohesive brand across the larger Life Plan Community.

Grace Gardens website

Solution

3rd3rd moved beyond traditional care-focused messaging to position Grace Gardens as a wellness-forward, lifestyle-driven community. The brand highlighted its expansive walkable garden courtyard, fresh dining experiences and emphasis on person-directed living and connection to family and friends. A garden party-themed grand opening brought the positioning to life.

Results

Grace Gardens secured 32 deposits before opening and established a reputation as a premier memory care destination in Orange County. The lifestyle-focused brand continued to attract prospects and even inspired couples to move in together when only one partner required memory care.