Brand strategy for ageing specialists

The path to better ageing.

Brand Project Overview

Experts in ageing found that most people age in a similar way, gradually losing daily abilities over time.

When mapped on a graph, this rate of decline forms a line called The LifeCurve. The steeper the curve, the longer you live independently.

Every person's LifeCurve is different and is dependent on the choices they make. A simple app-based toolkit helps people in later life to stay independent for longer with simple exercises, routine changes and assistive tools.

Our challenge was to transform a complex, scientific concept into a simple people-focused brand.

Key Business Challenges

Perceptions on ageing are widely negative.

How might we change perceptions of what ageing is?

A complex scientific concept not easy to explain.

How might we simplify enough to bring it to a mass market?

A concept that could be applicable to anyone.

How might we narrow the focus on our audiences?

Brand Process

Insight workshops to uncover:

Stakeholder mapping
User interviews
Customer personas
Definition of purpose, principles and personality
Brand positioning
Customer Experience
Product Testing
Website Mapping

Brand Strategy

Enjoy a fitter and fuller later life, staying in control in ways that suit you.

Brand purpose:

To keep people out of care for as long as possible.

Brand proposition:

Slow the decline of ageing and live more independently for longer.

Brand voice:

Simple and clear / Supportive and positive / Realistic and achievable / Informative / Engaging.

Brand Identity

A new identity for The LifeCurve. Guiding people on a path to better ageing.

Visual identity with guidelines
Animated story introduction to the brand
Website design
Social communication campaigns

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