Age Co

Age Co brand development

Creating a new lifestyle brand for Age UK to separate their commercial activity from their charitable work

Brand strategy, Brand development, Photography, Print Design, Digital Design, Guidelines & Roll-out


To allow their range of products and services to compete in their respective marketplaces, Age UK decided it was time to give their commercial operation its own identity. The brand would need to be distinct and different from Age UK allowing the commercial division the freedom to grow, but also maintain a visual relationship to the charity. Above all, it would need to convey the positivity of living later life to the full.

+ Solution

With the name ‘Age Co’ provided by the client, our brand workshop with the team allowed us to define their new brand foundations, which included the creation of their brand positioning and story. The visual identity was then developed featuring a bold new palette and a bespoke photography suite that radiates positivity and empowerment. The result is a vibrant brand that illustrates the impact Age Co products have on people’s lives and positions Age Co as the go-to place for the needs of older people.

It has been fabulous working with Open on the new brand. They quickly understood
the requirements of the brief and brand, and have always been responsive, flexible and highly creative. Best of all, they are a thoroughly great bunch of people to work with.

  • Sue Daniels
  • Marketing Director
  • Age UK
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