From source material to core message
CERTUS provided a range of existing materials, including a solutions brief, existing website copy, project notes, and brand information. I synthesized those materials to identify the themes and messaging that could guide the new site.
CLIENT INPUTS
Solutions brief
Goals, audience, and key points
Existing copy
Messaging and program details
Project notes
Tone, audience, and priorities
Brand information
Values, mission, and positioning
KEY THEMES
✓ Holistic approach to senior care
✓ Compassion and dignity
✓ Personalized attention
✓ Community and belonging
CORE MESSAGE
CERTUS takes a holistic approach to senior living, creating communities where residents can receive thoughtful care while continuing to live fulfilling lives.
Establishing the CERTUS voice
I developed a voice that balanced the sensitivity of the subject matter with the need to communicate CERTUS’s approach clearly and confidently. The goal was to make the brand feel compassionate and human without becoming overly sentimental or clinical.
COMPASSIONATE
Acknowledge the importance of this life transition without becoming sentimental.
HUMAN
Use warm, conversational language instead of institutional or clinical terminology.
CONFIDENT
Clearly communicate CERTUS’s approach without relying on exaggerated marketing language.
Content + design collaboration
Rather than treating content as something to hand off after the design was complete, I worked closely with the web designer throughout the project. We refined the messaging as the page structure and visual hierarchy took shape.
01 CONTENT DRAFT
CERTUS provides a comprehensive approach to senior living that addresses the physical, emotional, social, and spiritual needs of residents…
02 CONTENT + DESIGN
Care for the whole person.
Senior living should support more than physical health. Our communities are designed around the whole person.
Explore our approach →
03 REFINED EXPERIENCE
Care for the whole person.
The final content was refined to work within the page’s visual hierarchy and support a clear path through the site.
Explore our approach →
CONTENT DECISION
Reduced the amount of introductory copy so the core message could be understood at a glance.
HIERARCHY DECISION
Established a concise headline to give the visual design a clear entry point.
COLLABORATION
Worked with the designer to adjust copy length and hierarchy as the page took shape.
The result
The completed corporate website established the CERTUS brand and communicated its holistic approach to senior living. We also extended the messaging and visual approach to a community-level website designed around a different user need: helping prospective residents and their families learn about a specific location and take the next step toward becoming residents.
Completed website:
CERTUS Senior Living