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
Research + discovery
It’s attitude, not age
Baby Boomers are a notoriously hard-to-reach marketing demographic. Positioning the new brand to attract a 55+ audience with the right messaging was a significant challenge. Bigmouth and Forum conducted extensive research, interviews and focus groups to understand the motivations and needs of aging adults. We developed six key insights that informed our brand strategy. The biggest takeaway: Nobody wants to be reminded of his/her age. They want friction-free living, style in spades and an organic sense of community.
Naming + identity
Time of your life
The name Epoque (pronounced ‘epek) is a play on both a prime time in life and living with monumental vitality. It’s about focusing on what matters most—time to play and time to choose. It’s a timeless mark that mimics gold’s inner structure, which is resistant to oxidation. The overall effect is elegant and evocative.
Brand book
Living fully and embracing the future
The Epoque brand is about living well, by design. Everything—from the service and programming to the amenities and technology—is executed with style, vitality and simplicity in mind. The Brand Book celebrates the zeitgeist of active adults who know that living well means looking forward. The look and feel is vibrant, warm and natural. The tone is optimistic, approachable and confident.
Marketing
55+ has arrived
Advertising and marketing collateral introduces a different kind of 55+ lifestyle—one where your surroundings are as inspiring as the life you lead.
“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
Website
Where you go to thrive
The website welcomes active people—renters by choice—who want to live with luxurious accents, resort-style amenities and inspiring surroundings.
Programming + amenities
Lifestyle of a lifetime
In shaping the brand, Bigmouth helped influence Epoque programming and amenities through four key themes.
- 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
