The process

To create something truly authentic, we organised a professional photoshoot with talent on-site at one of our real communities, avoiding stock imagery in favour of genuine connection and warmth. The goal was to communicate the appeal of downsizing at a glance—freedom, ease, and a new chapter—while remaining visually striking for drivers on the Pacific Highway. I designed the artwork in InDesign at 10% scale with no downsampling to ensure high-resolution output suitable for large-scale print.