Tennyson Court is an assisted living facility in the Buffalo, NY area with high-quality and specialized memory care services. This project aimed to create a timeless brochure that would build trust and provide guidance during a difficult decision. The design needed to ease the negative emotions often associated with entering a care facility, targeting both prospective residents and their adult children — typically the final decision-makers.
Client’s Vision
Trust & Comfort
The goal was to design materials that felt comforting and trustworthy while maintaining a professional tone. Tennyson’s values — compassion, independence, and community — needed to be central to the visual direction.
Process
Brand Continuity
To ensure brand consistency, key elements from Tennyson’s existing identity were used throughout the brochure and print materials. This included their logo, color scheme, and consistent typography. Merriweather, used in their logo, was chosen for headings, and Raleway, also used on their website, was selected for body copy. Type sizes were set slightly larger for improved legibility with an older target audience.
Tone & Sensitivity
Understanding the emotional weight of the decision-making process, the design leaned into warmth and reassurance. Photography of smiling residents, community activities, and comfortable amenities conveyed a sense of connection and quality of life. A calming palette of greens—drawn from the brand—and soft cream tones helped support a friendly, peaceful feel.
Challenges
Expanding Scope
As the brochure came together, the scope of the project expanded. Additional collateral was needed to fully support communication with families and prospective residents, including a business card, price sheet, maps of the grounds and house models, letterhead, notepads, notecards, and a temporary folder. Keeping all materials aligned visually and emotionally was essential.
Outcome
Cohesive & Compassionate
The final result is a cohesive collection of warm, professional print collateral that reflects the compassionate care at the heart of Tennyson Court. Each piece supports trust-building and helps families navigate a significant life transition with reassurance and clarity.