Franke Tobey Jones


Franke Tobey Jones knew something was amiss. The retirement community was brimming with life—but its logo and marketing materials were tired and uninspiring.

JayRay went to work

  • Led team of residents and staff members in research-based branding process
  • Developed new brand platform that forged a deeper connection with stakeholders and delivered the brand’s promise: to make every day meaningful
  • Created new logo and tagline: Enjoy your age
  • Created brand guidelines and designed applications from business papers to advertising to signage
  • Advised on the internal brand launch and extended the launch on social media


  • Brand reflective of the community
  • Sales at a cost-per-sale below the industry average