Transforming the traditional view of old age by injecting vintage vitality into a market sector that is more typically associated with pipes and slippers. Welcome to the world’s coolest Old Folks’ Home.

Insight

• Beyond the core hospitality offering, we imagined a luxury later lifestyle brand that could be extended across multiple categories, from technology and education, to art and culture

Idea

• Vintage Vitality
• Coining the ‘perennials’ label as a way to brand affluent boomers
• Celebrating inspirational later lifers to inspire the next generation

Identity

• A brand name inspired by the chemical symbol for gold, extending into a rich visual identity
• Supported by extensive verbal identity guidance to reposition the concept of retirement

Implementation

• Comprehensive collateral suite of brochures, brand film, website
• Branded content: the ‘Next Act’ in collaboration with the FT and Later Life Magazine in partnership with Country Life
• Multiple partnerships, ventures, content initiatives, hackathons

Impact

• Extensive pre-launch pipeline of enquiries
• 100k monthly unique users for the FT Next Act
• Media traction as the leader in the luxury later life space