“Melcher+Tucker Consultants brought the ‘best of both worlds’ to Ventas, an S&P 500 company, when they created our new website. They are experienced professionals who helped us craft and effectively communicate our message. Their investigative, hands-on approach and understanding of our business resulted in exceptionally clear and concise content. The site successfully portrayed our brand identity and communicated our strengths to multiple constituencies, from media to investors. Melcher+Tucker share Ventas's passion for achieving superior results.”
Rebranding: Messaging, Visual Identity, Website, Collateral
Over the past 15 years, Ventas, Inc., has grown into the nation’s largest seniors housing and healthcare real estate investment trust (REIT), and has been one of the top-performing financial stocks in the country. Despite its transformation, Ventas branding, its website, and marketing collateral had changed little – and certainly did not reflect the modern, highly successful company that it had become.
Melcher+Tucker Consultants project-managed a major rebranding effort for Ventas, overseeing a thorough website redesign, development of new logos, images, print collateral, and a tagline, “Reliable Capital. Delivering Value.” MTC wrote all of the copy for the new site drawing on extensive executive interviews and competitive analysis. Throughout, we worked with senior Ventas management to ensure that the project was brought in on budget and on time to coincide with the closing of its largest acquisition. Since the launch of the website, we have continued to provide strategic guidance on messaging and editorial content for internal and external audiences, creating messages and content for Ventas annual reports, marketing materials and videos.
The Ventas website, www.ventasreit.com, combines video interviews, professionally-shot photography of seniors housing and healthcare properties, and an ease of navigation that allows key users – investors and prospective partners – to identify quickly the most important information. The new content and design project the brand identity of excellence in leadership, innovation and financial success that distinguish Ventas.