Age Concern and Help the Aged merged to form the largest charity in the UK championing the needs of older people. With double the scale and reach, and a bold ambition to match, the new organisation wanted to rethink the way it connects with older people – and younger older people – though innovative services, information and advice, and a strong campaigning voice. We helped the new organisation articulate their 2020 vision, involving groups of employees, local supporters, volunteers, and older people throughout the country.
With their input, we created a new brand with a spirited visual identity and bold voice that spoke not of disadvantage and dependency in older age, but of advantage and opportunity in later life. The new brand has successfully united the four national bodies and a federation of 320 separate local organisations.
