Genesis 22

CLIENTS

Margot Cooke

DESIGN TEAM

Sarra Herring

TIMELINE

Start Date: 2022
End Date: 2023

Your Brand | Brand Inspiration

 

Finding the very essence of joy in all of your favorite things

Hopeful, secure, exciting, warm, peaceful, welcoming, assured, trustworthy, timeless, empathetic, confident, authority, understanding, tailor-made, comfortable, present, high-spirited, nostalgic; an ocean-side coffee with your best friend on a crisp morning; a Nancy Myers rom-com—difficult hints of reality mixed with whimsical reasons to laugh. *cue Hans Zimmer score*

 

Your Person | Inspiration Board

 
 

01 — Janice Martin Real Estate

Janice will be helping her mother-in-law move into an assisted living community. Communication issues have led to frustrations in the process causing stress for all parties. Janice doesn’t know what steps to take to easily move forward.



The Need –

Find housing for the senior

The Monologue -

“Have you and your parents been trying to ‘make’ staying at home work, but it just isn't working anymore?”

02 — Amie Evans Genesis 22

Amie’s father is currently in a nursing home. Since he’s no longer at home and is in the assisted care of a professional, Amie is stressed about his affairs and overwhelmed with getting everything in order as he continues to age.



The Need –

1. A clear, step-by-step process to serve (all) needs of the senior (how-to, what to expect)
2. Ease stress and assure adult parent

03 — Nancy Kemner Professional Partner

Nancy is in the business – an advocate and helper. She’s familiar with helping the families in charge and the seniors themselves. She’s also well-versed at putting a legal plan in place while having a true heart to serve.

The Need –

Utilize Nancy’s legal services to thoroughly set up families for their future.

 

Your Why | The Clients

sophia Campbell The Adult Parent

 

Two steps forward, one step back.

Sophia is patient, kind, concerned, diligent, and quite tired. She desperately wants to help her mom, but has no idea where to start. And she thought raising children was difficult! Her days are feeling shorter and shorter because of the time and effort she’s putting in for her mom; her patience is wearing thin. She’s even started consulting her local nail tech for suggestions.

  • Adult Parent (30+)

  • [Scenario 1]: Is wanting to set her mom up for the biggest win and best possible scenario. She is familiar with her mom’s desires, health concerns, and financial capabilities for where headed in the future, just doesn’t have a roadmap forward.
    [Scenario 2]: Is wanting to help mom but doesn’t have enough experience of her own to know how to handle or contribute to finances, where to turn for suggestions, what adult needs are, etc.

  • She lives in Florida or the surrounding area and is moving her mom south to be closer. Her home has been a place for enjoyment, family, growth, comfort, but she doesn’t have space for mom.

  • Has a thriving family schedule with her kids, her husband, and their extracurriculars. She’s willing to make significant changes to be there for her mom, but would rather spend time and make memories with her mom than directly care for her.

  • It a working professional so has a bustling schedule. Is able to financially contribute some, but is hopeful that she can put that income towards her own retirement or kids college fund.

  • Is grieving seeing her mom step into this season, feeling introspective about life in general. And is pretty much giving a middle finger to all of this aside her mom’s middle finger.


Current Concerns:

  • “My parents don't want to move, but we need to start looking at what their options are (downsize, senior living, etc.)

  • “I want to realtor that will respect how much my parents love their home and help them "let go" as they smoothly transition to their next home and support us as a family along the way.

Views Genesis 22 as a flotation device after treading water for far too long; an answered prayer and a roadmap forward for her mom.

 

Margaret Billow The Senior

 

Extra bitter, still a little sweet

Nobody really wants you telling them what to do. Especially after 60+ years of freedom to make their own life decisions. Margaret is stubborn, rebellious, and isn’t looking forward to having someone potentially wipe her butt.

  • Senior Citizen (65+)

  • Has reached a place in life where they’re unable to keep on the path they’re on—they’re needing further assistance for either a reason caused by age or health

  • They live in Florida or the surrounding area; home has been a place for enjoyment, family, growth, comfort, and all things living.

  • Used to spending more and more time alone (or only with spouse), as family is distant, spouses have potentially passed. This looks like gardening, listening to music, cooking, any of the ‘simpler things in life,’ type of hobbies.

  • They range from being social to being a bit hermit-like—from [bingo, swimming, and at-home-dinners] to [traveling, hosting, and parties].

  • Has a deep sense of nostalgia for ‘the good ole’ days’

  • Is pretty much giving a middle finger to dying. Not into it. Don’t blame ‘em.

Views Genesis 22 as either a fun, exciting, new adventure with an unpredictable yet exhilarating outcome, OR the ‘light at the end of the tunnel’ and best possible way forward in a what may feel like a crappy situation.

 
 
 

Website Goals

1) User’s immediate needs/connections are met right away — “Get shit done”
2) Go deeper into the details [with dropdowns, service pages, etc.]


Underlying tone of visitor: confused, overwhelmed, task oriented.

+ Clear + Concise
+ Linear Process [Users can: easily navigate, engage with bullet-pointed outlines]
- Step 1
- Step 2
- Step 3

 

Page Breakdown

  • Create relativity for visitor [self-identify]

    • “The Problem” – What purpose does G22 serve

    • “The Solution” – What G22 does for the problem

    • CTA: That’s Me and I Need YOU.


    What needs to be communicated:

    • Identity — Who is G22?

    • Authority — “26 years of experience” ; “listening and guiding, connecting families with expert resources, empowering seniors to make decisions that are best for them and their families.”

    • Customer Identity — ask questions that help the user identify with one of the (3 personas)

    • Customer Identity – (Choose from 3 personas)

    • What G22 offers individually for all 3.

    GENESIS 22 — 

    • Senior Advising:

      • Service 1: consultation to assess wants, needs, goals (in-person or virtual)

      • Service 2: comprehensive service packages that have been thoughtfully designed so that families can easily budget and walk away with a customized service plan

      • Service 3: flexibility of ala carte offerings

    • Real Estate:

      • 26 years in senior living allows G22 the unique skills to help seniors and their families navigate the emotional journey of considering whether to make a change from home and determine when and how to deal with all of their “stuff.”

      • “Transition is about learning to let go, realizing that things will never be the same again.”

    • Professional Partners:

      • G22 offers professionals that serve seniors and their families and additional resource to help coordinate their complex needs (free you up while enhancing you as their trusted advisor—adding value to your client relationships)

      • Professional standards that make referring trusted clients seamless.

      • Collaboration - Open communication throughout client engagements with G22 while maintaining strict confidentiality.

    • Significance of the verse Genesis 22

    • The story of Genesis 22

    • The history / authority

    • about the founder (Margot)

    • List qualifications and certifications

    • FAQ

    • Message Form

    • Phone number + Email listed

  • “Which service will be best for you?”

    1. Real Estate Services (buying/selling/renting a home)

    2. Senior Advising (creating a roadmap and sorting those specific services as needed)

    3. Professional Partner (consultation/lawyer to help get outside details sorted; accountability)

 

Brand Identity

Your Core

Peace, Clarity, and Hope for the future

Who You Are

Senior Living Advisors




Sound like you?

  • Mom fell. She's been staying with me for 3 nights and I need to figure out what to do next.

  • Dad is in rehab with a discharge date next week; “I don't know what to do, where to go, what to ask.”

  • I'm from out of state and I'm visiting—dad's been mom's caregiver and now he's declining too. What do we do?

  • My parents are up north and we need to get them down south (either real estate or senior living).

  • My finances are limited—how do I help my parents plan for the future/meet their needs now? Who pays for what? Where can they go? What resources are available?



Logo Signature

Logo Mark

Monogram

 
 
 



Color Palette

 

Fonts

Brandon Grotesque

Roshely Script

 
 

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