The Reserve at Lone Tree is a luxury senior living community designed to feel more like a high-end hospitality experience than traditional care. Located in RidgeGate, Colorado and developed by Experience Senior Living, the project blends independent living, assisted living, and memory care within a lifestyle-driven, wellness-focused environment.
This positioning required a brand and digital experience that could shift perception, from clinical and institutional to refined, modern, and aspirational.
This project was a collaboration between our internal team and an external agency. As the Art Director and Brand Strategist on the client side, I led the creative direction, communicated the vision, and ensured the final output stayed true to the brand strategy.
Brand Identity: Art directed a consistent visual system across every touchpoint.
Marketing Assets: Project managed the design and delivery of brochures, vehicle wraps, and email campaigns.
UX/UI Design: Led the website user experience with a focus on clarity, usability, and conversion.
Stakeholder Collaboration: Aligned creative execution across marketing and leadership.
Senior living is too often associated with clinical, outdated environments, leaving both prospective residents and their families hesitant. For The Reserve, we faced two distinct challenges:
Repositioning The Reserve meant rethinking everything through a hospitality-first lens. Here’s how we approached it:
The Reserve is part of a multi-brand collection, evoking sophistication with the focus on luxury senior living. The deep grey and gold palette conveys richness and elegance, complemented by a refined serif font to capture the essence of high-end senior living. The crown symbolizes the highest tier of senior care, where residents are treated like royalty.
I had the pleasure of working with Krystle during our company’s foundational startup phase, where her contributions were instrumental in establishing our multi-brand concept. Krystle consistently demonstrated creativity and diligence, delivering high-quality work product. Beyond her strong professional capabilities, her consistent positive disposition and attitude made her a true joy to collaborate with.
I designed high-impact email campaigns for The Reserve at Lone Tree, increasing open rates and enhancing resident and prospect engagement.
A thoughtfully designed utility navigation that connects sub-brands without competing with the main menu, making exploration intuitive, purposeful, and user-first.
We needed a clear way to show users that Experience Senior Living includes four sub-brands, each offering its own lifestyle within the communities. My solution was to design a secondary utility menu.
The challenge was the lack of a unified system to connect all the sub-brands, making it difficult for users to explore other communities in their chosen location or discover different lifestyle options.
After defining the primary goal and problem, I explored several concepts and prototypes to find the right solution. Once the desktop design was finalized, I created a separate utility menu tailored for mobile. In the end, everything came together, and the websites are now seamlessly connected.
We added an “Explore Our Brands” button above the navigation. It’s intentionally small so it doesn’t compete for attention, but when clicked, it expands to show all the sub-brand logos, making it easy for users to explore another community.
Designed to generate early awareness, this social campaign introduced The Reserve at Lone Tree through the lens of elevated living, giving prospective residents and their families a compelling first impression.
The Reserve at Lone Tree launched as a brand that felt nothing like traditional senior living, and that was entirely the point. By aligning the visual identity and digital experience with luxury hospitality standards, we created something that resonated emotionally with prospective residents while giving their families the clarity and confidence to take the next step.
The result was a brand system that didn’t just look elevated, it functioned that way too. A structured, intuitive website made complex care offerings feel approachable, reducing friction and making it easier for people to explore their options and move forward with confidence.
