Older people living in the UK get a raw deal. Forgotten. Ignored. Patronised. All too often, the idea of retirement presumes people do less, not more, of what they love. Retirement Villages, backed by AXA, saw this problem in our society. The nation is getting older, and living longer, and there’s a lack of positive options representing how people want to live. They understood that to make a retirement community a positive empowered choice for people, the whole industry needed investment and a radical shake up.
Using first hand research into how residents authentically choose to live, we learned that the support and camaraderie of the community was an enabler for a full life. Dedicating time to passions, family, good causes, and plenty of parties… residents were there to thrive. These are communities that know how to live.
The entire identity and message was about people, not bricks and mortar – with no floorplans in sight! We directed photography that moved away from stereotypical representations of cotton socks and knitwear, and told the real story of rich and diverse lifestyles. With a full identity system that didn’t shy away from standing out and adding a bit of fun in a sophisticated way. In parallel, we understood that the brand wasn’t merely a selling tool. This is where people live! So each community had its own personality, sense of place and a subtle and considered brand presence.
Since the new concept launch, the age of sign-ups has lowered, and new locations are popping up around the country. Proof it wasn’t the product, but the perception, that was holding people back. Thrive Living is a popular choice with those who don’t believe being older means acting like it.
Project Scope
- Naming
- Brand articulation
- Visual identity
- Verbal identity
- Campaign direction
- Bespoke typeface
- Motion
- Photography
Retirement Villages believes change starts by giving people meaningful choice in how and where they live – that vibrant communities are made of people, not just bricks and mortar. We helped support them in their vision, from the initial insight, through to naming, articulation and brand expression. The result – Thrive Living – a celebration of real stories, by the people and communities that know how to live.
Thrive Living needed a bespoke typeface, with a gravitas and energy that did right by the people it represented. We developed a modern twist on the traditional serif that’s approachable, friendly and grown-up. It needed to be a hard-working, legible, digital typeface that also felt right at home when used loud and proud.
