Maggie’s Place

Maggie’s Place is an exciting new model in memory care living. Our challenge was to create brand assets to capture the home-like environment and care residents will receive and to generate reservations prior to the community opening.

Creative Process

Collaboration with our client and understanding the story behind this new brand was critical to this assignment.

The Name

Maggie’s Place was named after a real person. Maggie Jensen cared for people through two hotels, a café, and by renting out sleeping rooms in her Iowa home. Her high level of compassion. and care for every guest inspired this brand.


Key stakeholder interviews were conducted to fully understand the story behind Maggie’s Place and to connect that to what makes this memory care community so unique and effective.

Competitive Audit

We conducted a full competitive review to help drive our brand position and creative points of difference. Based on this audit, we knew the brand had an opening to create a more vibrant and welcoming brand 

Logo Design 

Based on our findings from the research and competitive audit, we explored various logo options all driven by Maggie Jensen’s story and the “home-like” village that is unique to Maggie’s Place. The final logo represents a professional, clean and modern look while capturing the safe and welcoming environment that residents will call home.

Brand Guidelines

We also created brand guidelines to ensure consistent branding across all marketing materials. Guidelines included font and logo usage, photography style and brand voice.

Video storytelling

The inspiration and motivation behind what will make Maggie’s Place such a unique and special community for those needing a high level of memory support was something we knew we needed to capture on video. Combining fly-through architectural video renderings with personal testimonial videos, we created a long-format video, a short-format and video and, a series of short clips for social media use.

  • Personal Testimonial Videos
  • Innovative Fly-Through Architectural Videos
  • Long and Short Format for Social Media Use

“What I like most about Rhycom; they didn’t tell us what they thought we wanted to hear — they told us what they believed would make our project successful. They approached our newest project, Maggie’s Place with energy and enthusiasm, and that lasted from start to finish. Whenever we had questions or concerns, they answered quickly with full transparency. If you have a project that needs branding, public relations, or marketing work, I would highly recommend Rhycom.”

Scott E Gulledge, CEO Managing Partner



Brand Identity
Public Relations