Featherwinds

Creating a contemporary 55+ brand for a new coastal-inspired senior living community.

Featherwinds is a new 55+ condominium community in Halifax designed for active seniors who want comfort, convenience, and connection without leaving the town they love. Set amid natural surroundings and steps from a new senior center and pickleball courts, the development needed a warm, contemporary identity that reflected easy living, modern amenities, and a welcoming sense of home.

Client
Thorndike Development
Industry 
55+ Residential
Scope of Work 
Brand Strategy, Naming, Brand Identity, Visual Language, Animation, Signage, Website
Printed materials showcase the logo and palette across brochures, stationery, and neighborhood signage, creating a cohesive and uplifting brand experience.
“Featherwinds brand booklet with geometric quilt pattern”
Our naming for Featherwinds was an inspired reflection of the tranquility of country living, the promise of progress, the strength of community, and the liberation found as senior adults streamline their lives.

The Challenge

Featherwinds entered a market where no comparable senior living communities—or even new condo developments—existed nearby.

The audience was local, loyal to the area, and slightly less affluent than buyers in neighboring Thorndike communities. They wanted single-level living and relief from the burdens of homeownership, but also the vibrancy of an active, social, and modern lifestyle.

The challenge was to position Featherwinds as a fresh, contemporary take on senior living—warm, friendly, and full of possibility—while honoring the traditions and values of the surrounding community.

The Solution

We positioned Featherwinds as a place where “life is a breeze”—a community that removes the stress of maintenance while offering uplifting amenities, neighbors close by, and easy access to Halifax’s new senior center, pickleball courts, gardens, clubhouse, and surrounding recreation.

The brand voice is warm, optimistic, and down-to-earth, speaking directly to seniors who want simplicity without giving up style.

Visually, the identity draws from two symbolic touchstones: quilts and dandelions. Quilt patterns—long connected to the idea of home, comfort, and shared craft—form the geometric structure of the logo.

The dandelion, reinterpreted as a modern spray of colorful quilt squares, conveys movement, breezes, and the freedom that defines life at Featherwinds. Together, they create a mark that is contemporary, lighthearted, and unmistakably welcoming.

A soft, countryside-inspired palette and subtle quilt-stitch texture extend this story across print, signage, and digital applications. To support presales, we created a simple, elegant digital showcase featuring renderings, floor plans, and amenities—allowing prospective residents and families to explore the community with clarity and calm.

Quilt-inspired geometric artwork representing the Featherwinds senior living brand, symbolizing home, comfort, and rural craftsmanship.
featherwinds logo black for slider
featherwinds horizontal logo for slider
featherwinds icon only for slider

Quilts are a patchwork of American rural life—symbols of home, comfort, and shared craft. The dandelion lifts the story upward, evoking breezes, growth, and the spirit of Featherwinds.

Featherwinds typography showing the bold Brother 1816 headline paired with the light, modern Avenir typeface used for the senior living community’s brand system.

A soft palette of rose, cornflower, blueberry, lavender, and deep plum evokes countryside calm while keeping the brand fresh, contemporary, and welcoming.

Featherwinds stitched quilt background pattern close-up

A custom stitched-quilt pattern adds heritage and texture, giving materials a sense of depth without feeling old-fashioned.

Quilt-inspired geometric artwork representing the Featherwinds senior living brand, symbolizing home, comfort, and rural craftsmanship.
Branded business card for Featherwinds senior living community showcasing the quilt-inspired logo and modern visual system.

Printed materials showcase the logo and palette across brochures, stationery, and neighborhood signage, creating a cohesive and uplifting brand experience.

Featherwinds folder with geometric quilt motif and airy dandelion logo, reflecting the community’s warm, uplifting brand identity.
featherwinds active adult living pole flags

We developed an elegant digital showcase presenting floor plans and renderings for a new senior living community.

featherwinds.com

featherwinds senior living ipad and folder

The Results

The final identity strikes a balance between tradition and modernity, giving Featherwinds a distinctive emotional resonance within the 55+ residential market.

The brand’s uplifting tone and symbolic logo create a sense of place and belonging, setting the community apart from typical senior-living imagery.

Early response has been enthusiastic, with buyers responding strongly to the approachable, optimistic personality of the brand and the clarity of the sales materials.

Featherwinds now enters the market with a cohesive visual system and a compelling story that reflects the lifestyle it promises.

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Adams Design
20 Park Plaza
Boston, MA 02116

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