Zinnia Living

The Client

In October 2019, owners of a new business Zinnia Living — Jen and Stacey — contacted me about building a website for their recently launched venture.

Industry professionals, they had built and sold a successful business in the Aged Care industry previously, and were going out to market with a consulting offering that interfaces with Residential Aged Care providers to uplevel valuable services to offer their residents, as well as offer developers a ‘concierge’-type service for future developments, without needing to build this capabiity from scratch.

The Brief

Website Design & Collateral

To create a website and Pitch Deck for their new business.

It’s not often that we skip straight to a site build without developing a brand strategy or having a hand in the design of creative, however, the logo and palette provided to me was in good shape; we simply needed to define an imagery style and procure photography, before building out the Squarespace site, with some custom coding to make it more unique. Jen has a background in PR and communications, the copy had already arrived in good shape.

I flick between copy and imagery being the most important ingredients for a website, and I think the correct answer is that the sector and the messages you need to convey, have a lot to do with it. In this instance, I felt that imagery needed to be the hero. We were up against a challenge though — with budget only for stock photography — we needed to be very selective in an area saturated with cheesy images of photogenic seniors ostensibly living their ‘best lives’.

I have some great sites in my arsenal of imagery searches, such as Stocksy and even Unsplash, and we soon had a bank of vibrant, realistic photography that conveyed the optimism that Zinnia brings to the industry.

The Result

I really wanted the imagery to be evocative, warm and generate a feeling of trust, without resorting to industry cliches found is so many businesses in the aged care sector. The ladies were happy to pump some extra budget into good quality stock images, and we scoured the world for images that looked and felt like so many older people that we know and love.

Launched in October 2019, Jen and Stacey were really pleased with their new tools and have hit the market, launching their new business with confidence.