Mike Henry sums up the project nicely on Blue Ion’s blog. The passion for life that permeates the community, from the residents, as well as the leadership and staff – and their ability to articulate that passion – gave me, as a writer, a strong, creative base from which to develop the content.

Another tall order was to avoid the traditional positioning and verbiage of retirement community marketing, which is about as fresh as 30-year-old potpourri.

Off-limit wording included “peace of mind” and even “retirement.” Bishop Gadsden residents are anything but retired.

We also had fun developing different elements to the site, including resident profiles, an interactive map of Charleston, and a sweet, sliding timeline of Bishop Gadsden’s milestones.