Metlifecare

Metlifecare had 27 villages, each with strong local recognition. But the parent brand? Practically invisible. The disconnect wasn’t just branding, it was a missed opportunity.

The solution wasn’t about forcing uniformity. It was about unity. We worked with Metlifecare’s leadership to craft a clear brand strategy, aligning all villages under one narrative while keeping their individual identities intact. The result? ‘Welcome Home’ — a positioning that spoke directly to future residents, reinforcing warmth, security, and a sense of belonging.

From values and messaging to brand photography and national campaigns, every piece of the rebrand was designed to create a seamless experience — from first enquiry to move-in day. More than just a visual refresh, it became the foundation for Metlifecare’s largest expansion yet, growing from 27 to 37 villages.

With ten new villages added and sales rising across existing locations, Metlifecare became more than a collection of retirement villages, it became a brand people trusted to feel at home.

Sometimes working with a communications agency can feel like a necessary evil. With Choir, nothing could be further from the truth. They showed up as partners, not suppliers. They learned our world, pushed our thinking, and cared for our brand like it was their own. They went past the brief, again and again. Smart, kind, generous people I’m grateful to know.

Choir also played a huge part in our results over the past few years: from 2021 to 2025 we grew sales volume every year, brand awareness climbed, and first choice jumped significantly."

David Martin
General Manager, Sales & Marketing