Recruited to implement the freshly launched rebrand and build an in-house creative team, I worked with the marketing, sales, and lifestyle teams to bring the new brand to life. Our goal was to disrupt the senior living industry and differentiate Capri’s communities in local markets. Since my arrival in 2021, Capri has consistently outperformed national occupancy averages, experienced revenue growth, and added six new campuses. Web traffic, social media following, and brand recognition have all significantly increased.

The Challenge

• New brand with limited direction or standards.

• Inconsistent visual styles, typography, and color usage across communities.

• Early rebrand materials lacked energy and alignment with Capri’s enjoy life tagline.

• Community logos operated independently, limiting brand recognition.

• Rapid growth created the need for scalable, repeatable brand systems.

Team Collaboration

• Mentored designers, photographers, and videographers to maintain brand consistency and grow ownership.

• Reviewed and refined work while balancing creative innovation with brand consistency.

• Delegated thoughtfully, empowering team members to take on bigger responsibilities.

The Solution

• Defined a cohesive visual language and established brand standards, ensuring every touchpoint aligned with Capri’s new brand identity.

• Refined typography, color usage, illustration style, and layout systems to create a more expressive, engaging brand presence.

• Modeled best practices through real applications including events, signage, social, advertising, and environmental graphics.

• Standardized community logos as child brands under the Capri master brand.

• Built structured processes for project intake, review, and execution to improve consistency and efficiency.

Brand & Business Impact

• Brand Consistency: Reduced deviations from brand standards across communities for internal resident events by implementing Canva Enterprise.

• Speed and quality: Streamlined workflows enabled the team to manage a higher project volume while maintaining quality and consistency.

• Social growth: Capri and its communities saw a 30.4% increase in followers in 2025, reaching nearly 2 million people, a 94% increase over 2024.

• Website engagement: Overall website traffic increased 40% year over year. Traffic from social media grew 77%, reinforcing the impact of digital marketing, while direct traffic increased 36%, reflecting stronger brand awareness.

• Revenue and occupancy: Brand and marketing initiatives supported an $81.9M increase in revenue and more than $250M in portfolio real estate growth since 2021. Capri continues to outperform national occupancy averages at 92%, compared to the 2025 national average of 88.7%.

• Scale: Successfully implemented brand standards across 43 managed locations and 10 sub-brand programs.

• Resident experience: Supported brand, sales, and marketing promises for more than 4,000 residents, contributing to an overall satisfaction rating of 4.2 out of 5.

• Enjoy Life engagement: In 2025, supported 15 Enjoy Life Adventure Series events with over 600 residents participating through cohesive sub-branding and engaging creative materials.

This work reflects my ability to translate brand strategy into real-world, scalable execution. By combining strategic oversight, thoughtful systems, and creative leadership, I ensured the Capri brand not only looked cohesive but also drove measurable business results.