Arbor Place, an Alzheimer's care facility in Maryland, uses music, dancing, and the arts to create a vibrant place to live that is not entirely unlike a summer camp or vacation resort. The challenge: to turn visitors' expectations of a retirement community on their head, while still maintaining a professional demeanor.
Arbor Place received a new identity package with a modern, elegant type logo and a new slogan, "laugh sing dance live", which was set in colorful type and animated in a short Flash logo. The site uses photographs of residents living their daily lives, dancing, laughing, playing on a putting green, and generally enjoying themselves. These pictures are set an angles instead of solid 90-degree straight lines, to capture some of the site's playfulness. Finally, a thumping Caribbean soundtrack was added, which can be turned on and off using a Flash widget.