Brand Identity & Development: Reshaping The Concept of Retirement Home Thesis:
A peak of Golden Age Living in the Forthcoming Time in Malaysia: Changing Perceptions on The Idea of Retirement Home among Malaysian Public
Nur Afifah binti Abdul Rahman
GDG 646 Graphic Design
What is Golden Age? In Malaysia, golden ages are defined as those aged 60 and above based on the definition made in the "World Assembly on Aging 1982" According to JPA, there is a term that is also frequently used, namely the concept of "Tua Muda" (65-74), "Tua-tua" (75-84), and "Paling Tua" (> 85), which is a simple approach to classify people based on their age.
TUA-MUDA 65-74 YEARS
TUA-TUA 75-84 YEARS
PALING TUA-TUA
>85 YEARS
Phenomena of
Golden Age
The phenomena of the golden ages are happening, especially in Malaysia. Our country has also been considered an old country with an increasing number of seniors years and above. According to Department of Statistic
10.3%
10.7% 3.611.2% million 3.5 million
Malaysia, A country will be the oldest (Dasar Warga Emas) when persons aged 60 and up to reach 15% of the
10.0%
overall population. An issue that is still discussed in society
2018
2019
2020
2021
STAT IST IC I N MALAYSI A 60 YEARS AND ABOV E
is society's perspective on sending older people to old folks' homes or retirement homes. Many still consider that old folk's homes are a dumping place.
Retirement Planning Different people have different aspirations. Some want to travel and others want to do charity work while there are many others who want to spend time with family and indulge in hobbies. Based on the survey, it proves that the community in Malaysia is more interested in retiring with freedom. But the question is whether they can do it or if they can
Figure 1 The Stars, 2019
What are your preparations or plans for retirement? A1: Fill the little time left effectively and most importantly embrace
yourself as well as around like such a lot more free time with family, friends, strengthen yourself with knowledge, charity work, take care of health.
A2: Money and Time Freedom
afford it. Figure 2 Questionnaires 2021
Current Situation Many people perceive retirement home as a dump for their parents or the elderly, a place where they would never stay, and the majority are unaware of the know-
What are your thoughts and opinions on old folks homes or retirement houses in Malaysia? A1: There should be no old folk’s home because this gives us an
unhealthy image as a child and Malaysians. This shows a child who does not care about their parents.
A2: Good and needs to be improved to get better.
Figure 3 Questionnaires 2021
ledge of the golden eras. Some of them also state existing retirement homes are less comfortable and need a lot of improvement. These findings were reached after an in-depth survey of the Malaysian population based on the target audience, as well as a research of people living in retirement home.
What are your suggestions for the future? (For the retirement home in Malaysia) A1: Retirement / old folks home (daily/weekly basis for working
people send their parents during weekdays) with facilities & full of activities for Muslim maybe we can have Al-Quran class (good for memory strength), yoga class or any sports/activities that suitable for senior citizens.
A2: We should think of developing human capital instead of
building facilities for the elderly even though that is a necessity for those who do not have families yet. When you build up this human capital, I believed this will reduce the necessity of building old folks home. Figure 4 Questionnaires 2021
Research Objectives This research will look at how the public perceives suitable retirement home for the elderly and the benefits of sending them there, as well as how to make the public aware of the importance on planning of healthy aging at an early age. i. To identify opinions among public perception about retirement home ii. Building brand identity and development through newly develop concept of GoldenAgee
Creative Strategy Reshapping The New Concept of Retirement Home in Malaysia
This is because,people spend more of their money in the blink of an eye like buying a house or land. This issue is not limited to the elderly. It also focuses on the younger generation as they grow older, in order to decrease and eliminate the problem. As a result, the target audience is separated into two groups: the old and those who are about to become
A place where elderly can spend their
elderly. Young adults (25-40), adults (40-50), and
time and life in Golden Ages.
elderly (60-70 years).
When we have reached the Golden Ages,
Reshaping the new retirement home can be related
we are people who have money or have a
to the sustainable development goal in the 3 and 11.
lot of savings after we worked hard when we were young. Our aim is to reshapping the new concept and perception that investing in this retirement home is the optimal plan. Figure 5 SDG Logo
Design Concept Conceptual Framework
Aging with dignity
Enrich Happiness
Providing activities and hobbies
Health & Well-being
Living Environment
Promoting Independence
Adapting Medical Care
Social Experience
Provide handrails everywhere especially in the bathroom
Living Environment with more elderly-friendly
Smart floor fall detection
Main Ideation Proposal: Brainstorming Brand Name
Concept
Suggested Name: GoldenAgee Goold
Shows a concept design for a pleasant living environment to give a look and feel for the target audience
Target Audience: Young adults (25-40) Adults (40-50) The elderly (60-70 years)
Ideation of retirement home Option of Rooms: Aged Care Independence Living Activities or Sports Garden
Retirement Home
Visual in the Retirement Home: Independent Living
Meditation Room
Bedroom
Art Room
Wheelchair Elevator
Swimming Pool
Elderly friendly toilet
What’s Inside!
Prob. Statement & Data Collections 01 Brand Identity 02 Retirement Home Concept 03 Promoting Items 04 Merchandise
01
Brand Identity Logo Guideline
This logo's concept is using modern symbolism. As you can see, the logo has symbolic of smiling elderly at the letter OLD. This can represent an emotion of happy or healthy elderly in their golden years.
Official Logo
A minimal G letter are in gold color that will be represent as golden. Pronounciation: (golden-ay-gee)
Alternate Logo
Enriching Happiness. Making your life as fulfilling, meaningful, and filled with joy as possible
without tagline
icon
Color Pallete This logo has one primary colors. Eden and Fountain Blue is the official color for the logo. Buttercup and White can be used interchangeably for the logo to maintain the contrast with its background.
Eden
RGB (15, 88, 88) CMYK (90,47, 59) #0f5858
Fountain Blue
RGB (79, 194, 186) CMYK (63, 0, 33, 0) #4fc2ba
Buttercup
RGB (245, 191, 23) CMYK (3, 25, 100, 0) #f5bf17
White
RGB (255, 255, 255) CMYK (0, 0, 0,0) #ffffff
02 Retirement Home Concept 3D Design
Creative Space
Concept
Meditation Room
Concept
Indoor Swimming Pool
Concept
Independence Bedroom
Concept
Elderly-friendy facilities
Concept
03
Promoting Items Posters
Outdoor Poster
Concept
Welcoming the Golden Age for the new concept of independent living while promoting the brand.
Medium Construction Hoarding
Location Construction at retirement home or area
Outdoor Poster
Concept
Introducing to those who will be living in our retirement home, we will provide transportation services to them. GoldenShuttle is a name for transportation in the brand.
Medium Bus Transit
Location Bus Stop in urban area
Subway Poster
Concept
We created an outdoor poster with an idea and message to raise awareness and prove our brand's trustworthiness
Subway in Urban Area
Subway Poster
Concept
Subway in Urban Area
Subway Poster
Concept
Subway Poster
Concept
We created an outdoor poster with an idea and message to raise awareness and prove our brand's trustworthiness
Waiting area in Retirement Home
Indoor Poster
Concept
Press Ads
Concept Welcoming the Golden Age and invite the seniors to join us in enriching their happiness.
Literal Ads
Medium
Downside and Cornerside of Newspaper & Trifoled Brochure
Social Media Poster
Concept
Social Media Poster
Concept
Introducing our brand through digital and promoting.
Medium Social Media
Location Instagram and Facebook
Social Media Poster
Concept
Social Media Poster
Concept
Promoting the brand and retirement home by creating a reason why they should be our residents.
Medium Social Media
Location Facebook
Social Media Poster
Concept
04
Merchandise Branding Items
Amenities
Concept
Uniform
Concept
Special uniform for our team members. This uniform are used so that they can be noticed by the residents in our retirement home.
Unisex Sportwear
Concept
These sportwear's will be provided to all of our residents for use in recreational and exercise activities. Full cap
Sun Visor
Yoga Mat
Water Bottle
Swimsuit
Concept
Swimsuit will be given to our residents as well as team members.
Men’s shortpants
Women’s Short Sleeves
Women’s Long Sleeves
Recreational Facilities
Concept
These are some of the recreational facilities provided at our retirement home.
Bicycle
Electric Scooter
Vehicle
GoldenShuttle is a name for transportation in the brand.
Thank You! from Nur Afifah binti Abdul Rahman