Allegro

A group of senior living communities was looking for a brand reimagining…

With over 40 years’ experience developing and managing luxury retirement communities, St. Louis-based Allegro has an array of senior living offerings, with apartments ranging from 55+ active adult to independent living, assisted living to memory care, in locations across the country. To better educate, inform and even assuage potential residents, or their adult children who often look on their behalf, Allegro formed a partnership with Dovetail. What soon followed was branding reimagined.

To fully appreciate and understand the scope of work needed, along with deference to the emotional aspects that could accompany such a life-changing move, Dovetail knew that full immersion was necessary. What followed was a sprint of cross-country community visits, extensive interviews with key stakeholders, rounds of assessment, and thorough analysis of research…

What became apparent was a need for a consistent, unifying platform upon which everything could rest, something that embodied what Allegro stood for. On one hand, there was the range of needs Allegro provided in its varying communities, from active to independent to assisted to specialized memory care. On the other, there was the unwavering luxury, quality and attention to detail, regardless of community type. To bring all of this together, Dovetail offered two simple words that spoke to all aspects of the Allegro promise… Live Beautifully.

Reimagining Allegro

With Live Beautifully, Dovetail and Allegro embarked on a re-branding initiative that would touch every aspect: design, language, color, videography, photography, with content spreading throughout the communities, across the country, in all forms of media. From broadcast to digital, across social platforms, to email and print, small flyers to construction site messaging, for each and every Allegro community.

Now, for those people, or their families, looking for a place to call home as they enter into this phase, they are reminded that they can do so with ease and comfort. Because the book isn’t closing, it’s a new chapter. And this is the chapter to Live Beautifully.

Additional Brand Studies

We believe every brand has ownable positioning, even if it doesn’t seem obvious.
Below are more of our selected brands reimagined for future success.