The baby-boomer generation wants a different retirement than their parents. One where they can remain in their own homes and live their best lives. We set out to help them do just that.
We helped build a new company and brand that enables senior living at home by tapping into the equity of the home itself. This innovative approach enables retirees to enjoy the freedom they've earned and ensure it lasts.
Truehold, a direct to consumer real-estate company, set out to develop a new business — Continuing Care at Home product built around freedom, independence, and choice.
Truehold had identified potential demand for an unfamiliar and high-consideration product, but needed to understand the market and prove the concept before investing further.
We helped define the offering, created the strategy, name, identity, and digital experience, then tested audiences, messaging, and creative in market.
The work increased click-through rates by 500%, reduced cost per marketing-qualified lead from roughly $400 to $100, and acquired Evergold’s first customer — giving Truehold real-world evidence for continued investment.
In partnership with Truehold, Creature developed the brand strategy and visual identity, including naming, language and the first MVP test for a new Continuing Care At Home product, Evergold. We built the Evergold brand to provide an aspirational view at aging - a brand that celebrates freedom, exploration, and pursuing passions.
We then validated our identity and value propositions through in-market testing to hone in on winning audiences, messaging, and creative.
The resulting brand toolkit empowered the Evergold team to effectively communicate the Continuing Care At Home product, and confidently engage with potential customers as they entered the market.
Evergold is an ingenious product, but one no one has ever heard of it and Evergold comes with a hefty price tag. Despite its potential to ultimately save members money on long-term care and provide assurance that future healthcare costs will be covered, marketing this product presented a significant challenge.
Through extensive customer research, and our proprietary 'Words that Work' testing methodology, we effectively drove a 500% increase in click-through rates when compared to a prior pilot, and we reduced the cost of marketing qualified leads from ~$400 to ~$100.
