Phil Harvey, Fluid Ideas

Fluid Ideas helps fuel growth for retirement village developer Untold Living

Retirement village developer Untold Living has partnered with creative agency Fluid Ideas to spearhead its branding and marketing campaigns as it gears up for rapid expansion.

Untold Living’s first scheme is at Chantry Court in Westbury, Wiltshire, and sites have been secured in Crawley in Sussex and Newport in Shropshire for future developments.

Fluid Ideas’ vast sector experience led to the creation of Untold Living’s brand identity, including generating the company’s name, plus marketing materials and strategies, as well as signage, staff uniforms and rebranding all Chantry Court collateral.

The agency has also led social media and advertising campaigns, designed websites, and has undertaken photography and video shoots for the fast-expanding operator.

Untold Living is led by chief executive Russell Jewell and, with backing from investment firm Matter Real Estate, is acquiring sites to create communities based on five pillars – wellbeing, freedom, belonging, inclusion and confidence – to promote independent living in a caring environment.

Chantry Court has 64 homes and alongside these will be a range of enhanced amenities, including a restaurant with sun terrace, a bar, lounges, library, hair salon and a cinema, as well as communal gardens and regular activities providing social and educational opportunities. All communal facilities will undergo an extensive upgrade and refurbishment.

The Chantry Court branding, designed by Fluid Ideas features an abstract image of the iconic Wiltshire white horse.

Russell Jewell said: “Fluid have been a pivotal influence on the development of Untold Living – they came up with the name after all! They have helped us to define our brand and develop a comprehensive marketing strategy, being always proactive in their approach.

“Their previous experience working in the senior living sector has been invaluable, but their broader reach has contributed enormously in helping us to differentiate our concept from others in an increasingly competitive landscape.

“They are a creative, commercial, and convivial team which really seems to care. It’s a pleasure working with them.”

Untold Living’s brand values comprise words whose first letters spell COPIA, a Latin word which means abundance. The words are Care, Opportunity, Positivity, Integrity and Ambition.

Phil Harvey, joint managing director of Fluid Ideas, who has led the agency’s team working on the projects, said: “We were tasked with developing the branding and associated marketing strategies to tell the story and help promote a new brand in the later living sector. It’s an immensely exciting and rewarding project to be part of.

“Our strategy is to really immerse ourselves in each location, getting to know their rich history and diverse culture, in order for our marketing to truly resonate with the local communities which Untold Living will care for. With one established village and several others on the horizon, we feel privileged to be part of the Untold Living journey and are pleased to be able to share our extensive industry knowledge with them. The future for Untold is really exciting.”

Phil added: “Fluid was propelled into the retirement sector back in 2004, and we have spent the past two decades building up lots of industry knowledge, from supporting retirement organisations and helping them gain planning consent and organising consultations, to early engagement where we help clients to sell from plan, through to selling and marketing mature retirement villages.

“We’ve been at the heart of multiple successful retirement brands and community launches, and have a track record of supporting hundreds of millions of pounds worth of property being sold. We look forward to replicating this success with Untold Living.”

Fluid Ideas, based at Darley Abbey Mills, near Derby, is a full-service agency whose operations cover branding and campaigns, graphic and website design, 3D imagery and animation, video production, photography, copywriting, digital marketing, content management and search and social media.

Its client base spans multiple sectors, including healthcare, retirement living, property, professional services, education, finance, leisure and hospitality.

The agency is celebrating its 20th year in business in 2023.