Empowering Baby Boomers to live without limits
In 2016, Baby Boomers were the nation’s largest living adult population. Homeownership was in decline, but the rental market was booming. While nursing homes and assisted living facilities were alive and well, there was a dearth of desirable product for active adults wanting to age in place without any of the aging stereotypes. Forum Real Estate Group saw an opportunity: create a revolutionary breed of multifamily apartments targeting the underserved 55+ community—a lock and leave lifestyle where age was incidental but luxury and style were non-negotiable. Bigmouth helped Forum create a national lifestyle brand from the ground up. It celebrates people of all ages who are healthy, relevant, connected and maybe even a little bit rebellious.
Client
Forum Real Estate Group
Industry
Real Estate
Services
Research and stakeholder interviews
Focus groups
Naming
Brand blueprint + narrative
Identity
Design systems
Content strategy
Website copy
Marketing collateral
“We challenged the Bigmouth team to help us brand a new property and product type targeting a very specific (and particular!) target audience – the Baby Boomer generation. The Epoque brand is revolutionary in the space, delivering a high-touch, luxury lifestyle with an approachable community feel that has us accomplishing our goals of creating a multi-generational property for the un-55 set.”
Teresa Hanson, VP Brand Strategy, Forum Real Estate Group
- Sophisticated and authentic: Modern warmth with clean repetition, organic elements and native accents weaved into the interiors
- Dynamic and open: Welcoming, dramatic gathering spaces
- Playful and unexpected: Pops of color and delightful details to keep things interesting
- Friction-free and convenient: Universal design, smart conveniences and intuitive features such as curb-less showers and adaptable floor plans