Retirement has changed.
The way we think about it, talk about it and plan for it looks very different to even a decade ago. Yet too often, the websites representing the sector haven’t quite kept pace.
That was exactly the opportunity Retirement Housing Group (RHG) saw.
When RHG approached Lolly, they weren’t simply looking for a new website. As the UK’s largest group of retirement housing developers and builders, they wanted a digital presence that better reflected the scale of the organisation, the quality of its developments and the important role it plays in helping shape the future of later living.
The challenge wasn’t simply to modernise a website. It was to modernise expectations.
Today’s retirees don’t necessarily see themselves through the lens of traditional retirement living. Nor do the families helping them make important decisions. The new website needed to feel optimistic, contemporary and reassuring, reflecting the vibrant communities RHG creates and the modern approach to later living it champions.
As the website and content began to take shape, it became clear that the existing logo no longer quite reflected the organisation RHG had become. So, the evolution continued. We refreshed the identity with abstract shapes inspired by the silhouettes of buildings, paired with clean, modern typography. Simple, professional and memorable, the new look gives RHG a more contemporary presence, with a subtle nod to the places and communities at the heart of what they do.
Working closely with the team, we redesigned the website from the ground up, bringing together strategy, content, design, development and SEO. Every page was carefully considered to give visitors a clearer understanding of who RHG are, what they do and why their work matters.
Alongside a fresh new look and feel, we developed engaging copy that simplifies complex information without losing authority. The website also highlights RHG’s strategic work with government, helping visitors better understand the organisation’s wider role in influencing the future of the sector.
Behind the scenes, we built a fast, fully responsive website that’s designed to perform just as well as it looks. Whether visitors are browsing on desktop, tablet or mobile, the experience is seamless, intuitive and built to grow alongside the organisation.
RHG is helping reshape perceptions of later living.
We believe their website should do exactly the same.