Saint Mary’s Communities, Inc.
- WEBSITE DESIGN AND DEVELOPMENT, MARKETING COLLATERAL
For more than four decades, Saint Mary’s Communities, Inc. (SMCI) has provided affordable housing and supportive services for older adults throughout Virginia. Serving more than 1,000 residents across five communities, the organization is committed to helping seniors live independently in safe, welcoming environments while preserving dignity, connection, and quality of life.
As SMCI entered a new chapter under new executive leadership, the organization partnered with Redstart Creative to modernize its brand presence, strengthen its messaging, and develop a digital platform that would support both today’s residents and tomorrow’s growth opportunities.
CHALLENGE
SMCI’s website no longer reflected the organization it had become.
The existing site functioned primarily as a directory for property management contacts rather than a strategic communication tool. It lacked compelling storytelling, consistent messaging, modern design, and a clear path for prospective residents, families, donors, and community partners to engage with the organization.
At the same time, SMCI’s vision was expanding.
Beyond serving current residents, the organization sought to position itself as a trusted development partner capable of growing its affordable housing portfolio through strategic real estate partnerships, community investment, and philanthropic support.
The challenge was creating a website that could serve multiple audiences simultaneously while communicating credibility, stability, and long-term vision.
Redstart Creative developed a comprehensive strategy that combined messaging, visual storytelling, website architecture, photography, video, and marketing collateral into one cohesive brand experience.
Redstart’s Project Objectives
- Develop clear, compelling messaging that communicates SMCI’s mission, services, and long-term vision.
- Create a modern, cohesive visual identity across digital and print communications.
- Increase visibility through social media, public relations, and leadership announcements.
- Design and develop an accessible, SEO-optimized website that serves residents, families, donors, and development partners.
our approach
Phase One
Brand Messaging, Content Strategy & Media Production
Every successful website begins with a clear story.
Redstart partnered closely with SMCI’s leadership to refine messaging, define audience priorities, and establish a consistent voice across all communications.
Our team produced an extensive media library featuring:
- Professional staff and board photography
- Residential lifestyle photography
- Interior and exterior community photography
- Resident imagery
- Long-form and short-form marketing videos
- Brand messaging for website and marketing materials
This content became the foundation for every communication piece moving forward.
Phase Two
Website Strategy, Design & Development
Rather than redesigning an existing website, we reimagined how SMCI tells its story online.
The project included:
- Website strategy and user experience planning
- Information architecture and navigation development
- Custom wireframes
- Custom homepage and interior page design
- Responsive WordPress development
- WCAG-compliant accessibility implementation
- SEO optimization
- Cross-device testing
- Website training and administrative documentation
The result is a website that balances emotion with functionality while providing clear pathways for every visitor.
Phase Three
Marketing & Communications
To support the launch and establish a consistent public presence, Redstart extended the new brand across multiple communication channels.
Deliverables included:
- Social media account creation
- Social media templates
- Branded PowerPoint presentation
- Informational booklet
- Property information sheets
- Presentation folders
- Leadership announcement press release
- Website launch press release
Media coverage included:
- Fairfax Times
- Virginia Business
- Baltimore Business Journal
The Results
The partnership transformed SMCI’s digital presence from a basic informational website into a strategic communications platform that supports the organization’s long-term mission.
Redstart Creative delivered:
- A fully redesigned, accessible website that reflects the quality and professionalism of the organization.
- Clear messaging that speaks to residents, families, donors, and development partners.
- A cohesive visual identity across digital and print marketing materials.
- Professional photography and video assets for ongoing marketing.
- SEO improvements that strengthen long-term online visibility.
- Marketing tools that empower the SMCI team to continue communicating consistently.
Today, SMCI has a digital presence that not only supports current residents but also positions the organization for future growth, strategic partnerships, and expanded affordable housing opportunities throughout Virginia.
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