Legacy Retirement – Redefining the Signature Experience

The Relationship

Legacy Retirement began their story in a pivotal moment during their marketing journey. They had invested their marketing focus on their Signature Events—elaborate affairs featuring live music, ice sculptures, tours, and culinary masterpieces prepared by their five-star chefs. These events weren’t just showcases; they were designed to immerse guests in the experience of their communities.

Despite the grandeur of these events, the previous efforts where a statistical strategy of  high-volume, impersonal postcard campaigns and they ultimately fell flat, with attendance not reflecting the scale of the effort. That’s when our partnership began and we stepped in to bring a new approach—one that aligned the sophistication of their marketing materials with the elegance of their events.

The Challenge

Legacy had been advised that reaching 20,000 touchpoints through standard postcards was the key to generating attendance. However, this high-volume strategy didn’t connect with their audience in a meaningful way.

Seeing an opportunity to flip the script: instead of focusing on quantity, let’s focus on quality. If the events themselves were dynamic and memorable, their marketing pieces needed to reflect that same energy and uniqueness.

The Work

We began by reimagining the Signature Event strategy, making each location’s gathering uniquely its own. Chef Fest at the Estates, The Convection Celebration at The Legacy, and The Terrace Town Carnival all emerged as distinct experiences, each with its own personality and appeal.

To complement these themes, we designed mailers that were as dynamic as the events themselves. With custom die-cuts, bold textures, and even pop-ups, each piece stood out in the mailbox, demanding attention. We scaled back the quantity from 20,000 standard postcards to 2,500 high-quality, tactile mailers per event, keeping the same budget but amplifying the impact.

The strategy worked. Attendance grew substantially, and Legacy Retirement began to be recognized for their creative and sophisticated approach—not just in their events but in their branding as a whole.

The Results

The success of these campaigns didn’t just bring more guests to their Signature Events; it redefined how Legacy Retirement was perceived in their community. Their reputation for elegance and innovation grew, and they became known for creating marketing pieces that stood out among the competition.

Our collaboration didn’t end there. The past few years, I’ve had the privilege of working with Legacy on projects ranging from their brand’s primary brochure—complete with gold foil and custom illustrations—to interior branding for their pubs. Most recently, I’ve helped refine their campaigns for hiring staff.

Legacy Retirement has remained a steadfast partner, and together, we continue to craft designs and strategies that reflect their commitment to quality and care.

The Takeaway

Legacy Retirement’s story is a testament to the power of thoughtful design and meaningful connections. By aligning their marketing with the elegance of their events, we proved that quality always outshines quantity. This partnership is not just a chapter in a portfolio but a reflection of the values brought to every project: creativity, collaboration, and a commitment to delivering work that resonates.