Why Branding Works - Amazing Grace Senior Living

By Lindsay Valenty -

Over 10,000 baby boomers reach retirement age each day. And their expectations for senior living are higher than ever.

In this week's blog, we'll share how we helped Amazing Grace by developing a strong brand to help them stand out from the pack.

Amazing Grace Senior Living


Serving Norwood Park, Edison Park and greater Chicago, Amazing Grace is a senior living community that specializes in assisted living and memory care, designed for a refined, maintenance-free lifestyle that truly feels like home.

Our team worked with Bulfinch Senior Lifestyles in June 2020 to aid in the branding of a new property that was set to open in March 2021 in the Norwood Park West area of Chicago.


Due to the pandemic and other unforeseen factors, Bulfinch Senior Lifestyles needed to create a brand quickly that would propel them through a strong pre-lease and lease-up. A specific number of leases were needed before the building could open.

Communicating to prospects that Amazing Grace is a non-denominational Christian based community where all are welcome also needed to be thoughtfully reflected.

IWM_Amazing Grace

Our strategy was to capitalize on key differentiators like their competitive pricing, extensive amenities, high-end feel of the refurbished brand-new building—as well as promote the history and character of the Norwood Park building. 


With so many new developments going up each month, the competition for renters and buyers is tough. Building, listing and showing just isn’t enough. Whether you’re a real estate developer putting up student housing, luxury apartments or boutique studios, your new development needs a strong brand identity to stand out from the crowd—and we will give you an edge over the competition.