Clifton Lifestyle develops and operates active lifestyle communities for over 55s in Australia. Offering luxurious architect-designed homes in resort-style facilities, all for an affordable price, Clifton have set out to reinvigorate the staid retirement homes market.
Studio Helm were brought on to create the brand identity, collateral and digital presence for both their parent company (CLC), and their first development, Clifton Old Bar, on NSW’s idyllic Mid North Coast.
In a market saturated with cliched and lazy design, our intention from the beginning was simple: respect the audience, and in doing so, stand out from the competition. We created an elegant dot motif logo, its shape forming the “C” from Clifton. It also doubles as a visual representation of community; of people coming together, bound by shared values and interests.
The brand identity was then extended to website, which features clean and fresh layouts, and dynamic animation. Naturalistic lifestyle imagery was displayed loud and proud, promoting the active lifestyles of its members. We also commissioned a set of illustrations by Sydney-based illustrator Parko Polo, capturing the residents and their wide range of leisure pursuits – once again, reinforcing the active lifestyle message.
The result is a beautiful and sophisticated identity that effectively establishes Clifton as innovative and fresh new player in the Australian retirement market.