In the Diocese of Denver, KPC supported the visionary transformation of the historic Mullen Home into Mullen Residences at the Highlands. This project honored a century-long legacy of care while establishing a modern, sustainable senior living community, with KPC leading branding, messaging, and a Founding Members engagement strategy to build community and excitement ahead of move-in.

Challenge

Redeveloping the historic Mullen Home presented multiple challenges:

  • Honoring legacy while evolving the model: The Mullen Home had been a charitable institution serving low-income seniors. The new Mullen Residences would adopt a revenue-sustaining model while continuing to reflect Gospel values through dignity, compassion, and love. KPC helped clarify this distinction through thoughtful messaging, ensuring audiences understood this project as a new expression of Catholic mission, not simply a reopening of the old home.

  • Balancing faith and inclusivity: Messaging needed to honor Catholic identity while welcoming non-Catholic residents. The brand had to speak authentically to both faith-driven and secular audiences.

  • Differentiating in a competitive market: Denver’s senior living market is crowded. Mullen Residences needed a clear identity highlighting its Catholic heritage, commitment to human dignity, and the Christian Living Communities “citizenship model” for residential living. KPC ensured these differentiators were consistently communicated.

Solution

KPC led a comprehensive communications and creative strategy, establishing a mission-driven foundation for Mullen Residences — from discovery through brand rollout and engagement planning.

Phase 1 - Brand Creation: The branding process included interviews with more than 30 stakeholders to ensure the visual identity, messaging, tone, and overall look and feel aligned with the community’s mission. Working closely with the Archdiocese, we developed the name, logo, visual identity, and messaging platform for Mullen Residences at the Highlands. The work culminated in a polished 25-page brand guide featuring a cohesive brand narrative, message framework, and a full visual identity suite to guide future creative direction.

Phase 2 - Pre-Sales Communications Support: We equipped the Archdiocese, CLC and SHP with a cohesive communications toolkit: press releases, blog content, Flocknote messaging, articles and talking points for Archbishop Aquila and Archdiocesan leadership, and social and digital storytelling to introduce Mullen Residences to the broader community.

Phase 3 — Founding Members Engagement Plan: We developed a 13-month engagement strategy for Founding Members—those purchasing during pre-sales—featuring monthly touchpoints centered on faith, belonging, and community formation. The plan included branded gifts, in-person meetings, digital community-building, personalized notes, and written invitations, all managed within a balanced budget, ensuring the Mullen community culture began taking shape well before move-in day.

Key Takeaways

  • Mission Clarity Builds Trust

    Messaging helped clarify how Catholic identity is expressed through care and community, not limited by financial model.

  • Outreach Broadens Impact

    Faith-forward yet inclusive communications welcomed both Catholic and non-Catholic audiences.

  • Branding Establishes Vision

    A clear, cohesive identity unified stakeholders and anchored all future communications.

  • Engagement Fosters Belonging

    The Founding Members plan created early, authentic community connection during pre-construction.

Outcomes

 The Archdiocese now has a cohesive, mission-centered brand and a comprehensive communications plan for Mullen Residences at the Highlands. Strong early engagement, successful pre-sales momentum, and aligned messaging across partners position Mullen Residences at the Highlands as a model for how Catholic identity can flourish in modern senior living — a place where every resident is known, loved, and valued.