Westcott
Multifamily Real Estate
Services
Market Insights + Positioning
Positioning
Brand Identity
Website
Signage
Photography
In the heart of North Hollywood’s Arts District, where creativity meets urban living, Camden Securities Company envisioned L+O as a groundbreaking 297-unit luxury development. The project required more than just marketing apartments—it needed a comprehensive brand strategy that would establish L+O as the premier destination for those seeking both connection and tranquility in LA’s most dynamic arts neighborhood.
CHALLENGE
Uncomn Projects partnered with The Westcott, an upscale 55+ active adult community located at 137 Reinhardt College Parkway in Canton, GA. In a market with several competing active adult communities, the challenge was to develop a distinctive brand identity and comprehensive digital marketing strategy that would position The Westcott as the premier luxury option for discerning adults seeking an active, resort-style living experience while ensuring the brand felt youthful and vibrant rather than dated.
INSIGHTS
Through market research and demographic analysis, Uncomn Projects identified key opportunities to differentiate The Westcott in Canton’s competitive active adult market. The property’s location near the mountains and Etowah River presented a unique positioning angle that competitors weren’t leveraging. Research revealed that today’s 55+ residents seek communities that feel like luxury resorts rather than traditional retirement homes, with emphasis on active lifestyle, social connection, and modern amenities.
SOLUTION
Uncomn Projects developed a sophisticated marketing approach that positioned The Westcott as an elevated living experience combining luxury with active lifestyle elements:
Creative
Brand Identity & Messaging
The brand identity for The Westcott was crafted to evoke elegance and sophistication while maintaining a contemporary, youthful energy. The visual system featured:
- A refined logo utilizing rich tones and elegant typography that conveys luxury without appearing outdated
- A warm color palette of terracotta, teal, and neutral tones inspired by Canton’s natural landscape
- Typography pairing elegant serif fonts with contemporary sans-serif elements for balance
- Messaging focused on “Premium Amenities. Curated Activities.” highlighting the resort-like experience
- Photography direction featuring active, vibrant residents enjoying social and outdoor activities
Digital Marketing Strategy Uncomn
Projects implemented a comprehensive digital strategy to drive qualified leads:
- Highly targeted paid search campaigns focusing on 55+ active adults searching for luxury living options
- Social media advertising campaigns targeting qualified prospects by interests, behaviors, and demographics
- Email marketing nurture campaigns educating prospects about The Westcott’s unique offerings
- Search engine optimization targeting active adult living in the Canton/North Georgia region
- Ongoing website maintenance and optimization ensuring optimal performance
Website Design & Development
Uncomn Projects created a premium website that served as the central hub for The Westcott’s digital marketing:
- Sophisticated, user-friendly design with intuitive navigation optimized for the target demographic
- Prominent feature sections highlighting the extensive amenity package including the resort pool, sky lounge with mountain views, on-tap beer/wine/spirits system, and community spaces
- “Activities That Fit Your Interests” section showcasing the curated resident events calendar
- Integration of testimonials highlighting resident satisfaction and community engagement
- Multiple lead capture opportunities strategically positioned throughout the user journey
- Emphasis on the property’s proximity to both downtown Canton and natural attractions
Results
The Westcott’s digital marketing program delivered exceptional results:
- Strong pre-leasing performance with rents starting at $1,935
- Recognition including “Voted BEST of CHEROKEE 55+ Active Adult Apartment Community”
- Winner of SHNA (Senior Housing News) Architecture & Design Award for Active Adult
- High resident satisfaction evidenced by authentic testimonials
- Consistent lead generation through digital channels
- Successful positioning as Canton’s premier luxury active adult community
