Brand Refresh

When Age Concern was absorbed by Age UK, each local branch was given the choice of becoming part of the national charity or staying independent. Our local Age Concern took the brave step of going it alone meaning they no longer have access to the wealth of resources that come with membership of a larger organisation.

What we did

To communicate with potential members, volunteers and benefactors, Age Concern needed to refresh their brand and professionalise their marketing materials to reflect their culture and services. A group of us from TW visited the Merstham day centre to listen to the members’ stories and get a feel for what the place was all about. We were struck by the vibrancy and energy of the place, and wanted to use the logo to reflect the breadth of services they offer.

The response

Always keeping our older audience in mind, we designed icons to represent the choice of services and activities. This eye-catching identity was applied to stationery, poster campaigns and other internal and external facing material, all of which is captured in a comprehensive brand guidelines document. The friendly colour palette and simple style lend themselves to use across different media, appealing to all their audiences, especially the young at heart.