Archives for February 2015

February 04, 2015 - Comments Off on Mad about Madison.

Mad about Madison.

Over the water.

We flew into one of our new, favorite cities, Madison, Wisconsin. Sure the cheese is marvelous, the food is really good (even for our jaded Bay Area palettes) but even more of a delight was the weather, a balmy 70 and the locale, right on Lake Monona; the second-largest of a chain of four lakes along the Yahara River in the area and forms the south shore of the isthmus that forms downtown Madison. The name ‘Monona’ is a Chippewa word believed to mean ‘beautiful’, although the lake was originally named by the Ho-Chunk ‘Tchee-ho-bo-kee-xa-te-la’ or ‘Teepee Lake’. We did not know that either. Flying in we came over the lake and spotted the world-famous, Frank Lloyd Wright’s signature “Monona Terrace” brilliantly decked in white.

Capital thinking for Capitol Lakes.

Our four day site visit to the senior living community, Capitol Lakes, included a full day of focus groups with current residents and prospects; we like to listen to what the our market has to say about senior living, aging, what a community is, or should be, and a menu of topics and subjects including estate planning, legacy, healthcare, lifestyle, and just about everything a community touches. We also needed to photograph residents in and around the Capitol Lakes campus, and the city of Madison. As the only downtown CCRC, Capitol Lakes’ residents love their city. They love being in the middle of the urban, metro mix of lifestyles. And for good reason, this is always voted as a “top American city” to live in and retire in. Restaurants, shopping, transportation, parks, the lake, everything that makes Madison wonderful is wonderfully close; the new Overture Performing Arts Center, the library, the capitol building. You should visit. Generally suggested before winter.

Lights, camera, action. Or better yet, can you stand like this?

Working with award-winning photographer, Thomas Strand, out of Minnesota, we had a two-day schedule that started at 8:00am sharp for location and set up, with one day dedicated to only locations in Madison. Tom was comfortable shooting about 5 residents a day, and after a day of prepping and scouting locations for light, environment, and access, we were ready to go. With the capitol building, the historic and newly remodeled library and the striking new Overture Performing Arts center, and the lakefront, we moved through Madison. The next day was all residents on campus/community shots. With an efficient crew of Tom shoots with Canon cameras, likes very large, broad light sources. No strobes. Tom specializes in people/portrait photography. And his post work is dramatic, different, and brings out something special about the person and the place; the relationship, the story, the narrative comes alive and continually brings out the best in the person. It’s a style he’s developed over his career and it brings portrait work to another level. His post work is that  rare combination of skills and talents that set his work apart, and why we like it. Clients and even the residents are always amazed at what Tom brings to their brand look and feel.


Resin. We work virtually everywhere. 

Resin is the Bay Area advertising and branding experts in marketing to seniors. We’ve repositioned, rebranded and relaunched senior living communities in California, Ohio, Wisconsin, and Virginia. Resin has increased occupancy, awareness, and brand expectations on what a senior living community can be. Smarter digital and analog strategies, creative, and brand management help our clients always elevate with thinking that’s simple, fresh, and relevant.


When you want to talk to seniors, talk to us.