Vi Living

Vi living is a nationwide group of upscale senior living communities, with 10 locations across California, Colorado, Florida, Illinois, and South Carolina. The initial residence, in Glenview Illinois, was created in the 1980s by the A.N. Pritzker family as a more contemporary and elevated retirement option than competitors could offer, complete with assisted living, memory care and end-of-life services.

The current company is robust, healthy and well operated, but the digital experience lagged the reality of the residences and the future marketing vision of the company. I led the team at VML that completely re-imagined the Vi digital universe. We started with the website and extended to digital guidelines and detailed marketing specs for each of the ten properties (which have their own unique flair but still ladder up to the parent corporation).

Results
During my time with VML, our team grew into a trusted digital AOR for Vi, consulting on emails, advertising media, digital conversion, yearly budget road mapping, testing, and a variety of other initiatives. Upon my departure, I received a note from Vi's most executive marketing office expressing that I was the most impactful agency partner he'd ever worked with.

Team: Jill Hewitt, Ross Gehm, Lynn Neumann, Joe Michaelson

Deliverables & Contributions:
CX strategy, IA, UX/UI lead