Deerfield Retirement Community

SMART. HAPPY. HEALTHY. SECURE.

 COMMUNICATING
THE CULTURE
This document is a guide to creating communications tactics for Deerfield.
It’s a map to capturing the look, feel and tone of communications to
better resonate with community audiences.
 POSITIONING
THE BRAND
For good-natured seniors with a connection to the greater Des Moines area
seeking a smart plan for the future at a great value, Deerfield is the only
Life Care community with a full continuum of care on-site that offers true
peace of mind and provides the freedom to enjoy an enriching lifestyle
with upbeat neighbors in a convenient location.
CAPTURING THE FEELING
It doesn’t happen often, but when your head and your heart meet in happy
agreement, you’ve found the key to leading a more balanced life. That’s how it feels
living at Deerfield. The people connection here is simply unbeatable. And combined
with Life Care — the smartest, most efficient way to secure your future against the
rising costs of care — it’s easy to enjoy a more carefree, fully engaged lifestyle today.
That’s why Deerfield is clearly the smartest choice for seniors in Des Moines who
prefer to worry less and live more.
REFLECTING THE LIFESTYLE
HANDLING PHOTOGRAPHY
A 2019 photo shoot will provide fresh lifestyle and architectural imagery. Tactics
will also employ stock photography as needed. All visual assets should be used
with these considerations in mind:

• Choose candid shots over posed, looking-at-the-lens portraiture.

• Subjects should be engaged in an activity or interaction

• With owned assets, emphasize recently renovated areas.

• Stock photography should reflect the locale in greater Des Moines.

• All images convey a positive vitality and active engagement with life.
EXTENDING THE LOOK

The design aesthetic for Deerfield can help align the

community’s identity, vision and character through color,
texture and pattern. Design can help prospects feel the
experience of living here. This compilation includes examples
and elements to inspire future communications and to project
relevant emotions through physical design.
TEXTURES & PATTERNS
SUPPORTING
THE MESSAGE
THE ONLY COMMUNITY
TO OFFER LIFE CARE
Life Care at Deerfield is simple — it gives you care for life included
with residency. That’s every level of care we offer, included right
here where you live. You’ll never have to worry and your family
will never have to worry. Our Type A Life Care agreement is the
smartest option to receive care when you need it, for as long as
you need it, with no increase in your monthly fee. We’re the only
community in the area to offer it.

Care for life. Your key to a worry-free lifestyle.

A LIFESTYLE FILLED
WITH FRIENDSHIP
A hallmark of life at Deerfield is the closeness, community and
companionship that are so readily available here. These warm,
spirited, genuine people share their joy for living and let you
know you’re home and safe among friends.

Where friends become family.

YOUR LIFE IS YOUR
MASTERPIECE
Masterpiece Living® is the lifestyle for growth and fulfillment.
This landmark initiative is based on findings from a 10-year study
that proves lifestyle — embracing social, spiritual, physical and
intellectual aspects of life — is more important to aging well than
genetics. It’s a fundamentally different approach supported by a
different type of programming. Deerfield is the only community in
the Greater Des Moines area that offers Masterpiece Living.

The ultimate lifestyle for successful aging.

DEERFIELD RESIDENTS
SAY IT BEST
“Every life is a story, and I’ve made
wonderful friendships. This is home.”

— Glenis Nunn, Deerfield Resident

“You can travel whenever you want without

worrying about the yard or the house.”

— Phyllis Morris, Deerfield Resident

 TOUCHING THE EMOTIONS
At Deerfield, a joyful lifestyle combines with the assurance of Life Care to liberate each day — for you
and your family. Living here is having the freedom to define your own future and the knowledge that
family members will never be burdened. These are the keys to leading a life in perfect balance.
No community in Des Moines does it better.