Rooted In Care Campaign

Curana Health — Spring Campaign

Curana Health is a senior living entity that focuses on insurance benefit offerings and facility options for its members. Curana Health manages a portfolio of ten brands that each have their own region reach in their respective states. The idea of senior living can sometimes be seen in a cynical light, as people are leaving the familiar comfort of their homes and coming to a place they most likely will be for the remainder of their life. Our mission is to soothe their fears and embrace them with warm open arms. Marketing's task is to simply communicate this mission and to whisper, "you're our guest, and we will do our best."

Approach

Rooted in Coordinated Care was 2024's Spring Campaign with a focus on the season of beginnings. We want you to know there are activities to keep you active, there are warming smiles, providers are more than faithful stewards they are rooted in care. If you look carefully you can see topographic vines behind the portraits for subtle depth. The headline "Rooted in Care" has connection between the A and R to convey the bond between care provider and member. Forest greens and sandy tans used for the palette to really feel that connection to the earth. Leaf icons to break the mundane of common bullet points. We're not common, we're care givers.