Short on time? We’ll call you.

    Leave your details and we’ll get straight back to you.


    Auriens Brand Idea

    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.


    • 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


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


    • 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


    • 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


    • 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
    Auriens press ad
    Auriens welcome pack
    Auriens Welcome pack
    Auriens Booklet
    Auriens brochure
    Auriens hackathon