In a competitive senior living marketplace, NewAldaya wanted a brand framework that would position them as leaders, guide future marketing decisions and build confidence internally and externally. Leadership recognized an opportunity to sharpen their story and elevate their presence. The goal was not a full rebrand, but a refreshed brand platform and marketing direction that could clearly articulate who they are, what sets them apart and why it matters.

The challenge was to uncover and articulate NewAldaya’s essence and then translate it into a flexible, actionable marketing strategy without losing existing brand equity.

Our strategy: a deep dive into NewAldaya’s current brand, supported by research and insights gathered through our proprietary Creative Fusion^SM session. The outcome was a comprehensive brand platform — defining voice, positioning and core messaging to help NewAldaya tell its story with clarity and confidence.

From there, Amperage developed a robust marketing communications plan anchored by the campaign theme “Living, Reimagined.” The plan outlined how the theme could be expanded and applied across digital marketing, print and digital collateral and internal and public-facing communications. Subtle yet impactful refinements to the visual identity, along with a cohesive brand standards guide, ensured consistency across all touchpoints.

With the campaign rollout beginning in January 2026, early feedback has been highly positive. Internal audiences and existing clients have responded with strong enthusiasm, and leadership has expressed a high level of confidence in the marketing plan’s ability to drive differentiation and growth throughout the coming year.

NewAldaya now has a clear brand foundation and strategic roadmap, one designed to evolve with them while reinforcing their position as a senior living leader.