Management at Scotia Village, a life plan community in Laurinburg, NC, wanted to generate excitement among the community’s staff, residents and prospects. Reuben Rink developed the concept of “Scottie”— a playful, feisty canine embodiment of the fun, active, gregarious culture that makes the community unique. We leveraged the iconic Scottie dog graphic silhouette in advertising, social media, campus signage and promotional items to provide a fun way to broaden the conversation about what it means to live and work in this amazing community.