When new ownership acquired the former Lexington Square of Elmhurst, IL, they set out to transform the community with a multimillion-dollar renovation of private residences and common areas. Fresh and revived community programming opportunities, rental structure and services allow residents to enjoy the best retirement has to offer. Point B helped The Roosevelt share its fresh look of what modern independent and assisted living can offer.

Point B was tasked with helping elevate the community’s reputation into an exceptional senior living community with a lasting impact on the lives of Elmhurst seniors. A new name was developed, based on its location on Roosevelt Road and proximity to Salt Creek, with a new brand to re-introduce the community to the surrounding area and target market. The brand centers upon the unique selling propositions of the renovated community: value, the Elmhurst suburban experience and the renovation itself.

With its new name, brand and newly renovated campus, Elmhurst, IL finally has a new, modern retirement community that reflects its values and celebrates the best retirement has to offer.

Leads for the community have seen a 521% increase in the 6 months since the new brand was launched.