“Worry Less” is a a tagline marketing campaign organizing idea created and developed by writer Walt Jaschek – for St. Andrew’s Resources for Seniors System in St. Louis. The tagline serves as a capsulization of the brand promise, and organizes the company’s communications and marketing across platforms.
Teamed with designer Chuck Hart and photographer David Stradal, Walt and his collaborators rebranded the network of independent living communities, assisting living centers, and memory care centers, simplifying the benefits of all of them into the phrase “Worry Less.” That core benefit organized messaging for websites, advertising, signage – even employee name tags.
Here’s a representative trifold brochure by Walt, Chuck and David. It’s used and displayed at more than a dozen St. Andrew’s locations in St. Louis. It also shows how a powerful brand promise, embraced and well expressed, can ignite creative marketing for senior living.
Cover headline: “I’m so worried about Grandma. She doesn’t get around as well as she used to.” | Tagline: Worry Less™
Inside page headline: “I’m so worried about my husband. He’s not interested in anything anymore.” | Tagline: Worry Less™
Inside spread copy:
There’s enough worry in the world. You need less of it.
Since 1961, St. Andrew’s Resources for Seniors has reduced many of the anxieties that swirl around care for elders. How? Through highly desirable senior living communities where older adults can live healthily, live well – and live it up.
Through the dedication of expert staffers who empower elders and empower their caregivers. With options that foster vitality.
And through a family of exceptional services that take burdens from your shoulders and frown lines from your face.
As a faith-based non-profit, our vision is a world where all elders are respected, productive, secure and fulfilled.
Our mission is making that vision real. Every day.
Worry less about where to live.
The joys of life are many. Start embracing them. You deserve it.
At the senior living communities of St. Andrew’s, worry is checked at the door.
Whatever you need, we have amazing amenities. Live independently. Enjoy assisted living. Or benefit from skilled nursing.
Our uniquely caring staff is trained to pamper body, mind and spirit. We’re here for you 24 hours a day, 7 days a week.
Leave the work to us, while you enjoy life’s timeless pleasures. Fun events. Interesting activities. And what’s that feeling?
Oh, yes: relaxation.
Concept and copy: Walt Jaschek
Graphic design and art direction: Chuck Hart
Photography: David Stradal