Lolly have supported clients within the retirement living sector for many years, so it was a delight to be asked to redesign a website for the Retirement Housing Group (RHG).
As the UK’s largest group of retirement housing developers and builders, their existing site didn’t quite match the scale, quality or ambition of what they offer, and didn’t fully represent the important role they play in shaping the future of later living.
We worked closely with RHG to define a stronger, more confident voice, one that clearly communicates not just what they do, but how they do it. This included their strategic work with government to help influence policy decisions, an important part of their story that needed greater visibility.
The result is a website that presents their offering in a way that feels structured, informative and easy to navigate, whether you’re discovering RHG for the first time or already familiar with their work.
Visually, we had an opportunity to challenge expectations. Too often, ‘retirement living’ is presented in a way that feels dated or disconnected from how people actually see themselves and feel. RHG’s approach is different, it’s modern, aspirational and forward-thinking, and the website needed to reflect that.
We introduced a brighter, lighter design style that feels fresh, optimistic and engaging. The overall aesthetic strikes a balance between professionalism and warmth, appealing not only to professional parties, but those exploring later living options themselves.
The new site has been built with usability at its core with a fast, responsive experience that works seamlessly across devices. The copy plays an important role here too – friendly, accessible and carefully considered to guide users from initial interest through to deeper understanding.
The result? A modern, confident digital presence that reflects the scale, quality and ambition of Retirement Housing Group and helps reshape perceptions of what later living can be.