Telling client stories with dignity.

I consider my work with Heritage Community of Kalamazoo to be some of the most meaningful work of my career. Heritage is a senior living community that we assisted in rebranding and finding a new voice. I worked with a couple of different art directors on a refreshed logo, new tagline, and fresh print materials to share the Heritage story with target audiences: both prospective residents and their children. I also worked closely with the CEO to create a development strategy for the foundation, with giving buckets and personal stories to better focus donors and connect them with Heritage's core mission--that no one who comes to live at Heritage will ever be asked to leave. If you live longer than anticipated, you will still be cared for and welcomed in the Heritage Community.

The efforts were a rousing success, leading to an explosive response in the community, 3-6 month waitlists for interested residents, and a new master plan for building another facility. Several years later, Heritage returned to take an audit of materials, update what needed to be tweaked, and strategize together on where the brand was headed next. Over the course of our work, we proposed a very unique video series so the stories and dignity that Heritage so naturally celebrates in its residences could be shared online. Heritage was intrigued.  

I worked as director for the shoot, interviewing 20 different residents. Through these interviews, I heard stories of romance, playing baseball in the 1930s, and traveling abroad. In some cases, I heard stories from the most tightly cherished memories of Heritage residents who are currently struggling with dementia. My goal in our work was to create a safe and welcoming space where these residents would feel comfortable sharing their lives with a camera. I also helped some pretty special young folk connect with these residents. The incredible people I met--their life, vibrancy, playfulness, wisdom--are who they are today thanks to the sense of purpose and community they enjoy at Heritage Community. I will forever be honored to have captured their stories.

We entered our favorite video (Wisdom) to the Addys, and it won Gold.

Work pulled from the “Parts of our Heritage” campaign
Creative Director: Tim Hackney
Copywriting: Tim Hackney and Katy Stafford
Video Direction: Katy Stafford
Art Director: Scott Kramer
Video Production: Rich Evenhouse and Scott Tanis