Brief 4 - Retirement Home
Samantha Walker
The Brief
Concept
Considering how retirement homes are percieved currently, think about how you could turn the everyday and the mundane into wonderful experiences. Brands shouldn’t just exist to sell us more stuff. They need to do better and care about us and the society we live in.
The Drive is a retirement home in Cornwall for elderly people who wish to maintain an active and fun lifestyle through their retirement.
Rethink retirement homes and think about how you can make them better. Define your brand and what it stands for. Create a name and then consider how your brand will look. Then apply your brand to relevant items. Deliverables A brand concept. A visual identity.
This concept stemmed from research that suggested that many elderly people in retirement homes are still physically fit and very much able to continue doing activities they enjoyed when younger and maintain an independent lifestyle. The name The Drive links to the active aspect of the brand, a drive to carry on doing what they love. By creating a home where activities such as gardening and sorts such as badminton and cycling are supported, the residents are able to enjoy their retirement continuing their interests and passions in life in a safer and supportive environment. There are also considerations for the less physically able elderly residents with activities such as puzzle clubs and choir/singing sessions so they can also enjoy activities that will be beneficial. The home also includes aspects to assist such as wheelchair users, such as with lowered garden beds so they can also still enjoy an active lifestyle at The Drive.
A selection of relevant products showing how the brand can be applied and how it will work.
1/8
Brief 4 - Retirement Home
Samantha Walker
Primary logo
Pattern
Colour Palette
Fonts
Arrow
Logo Variation
telegrafico header font Brand Components
Avenir Roman Body copy font
Heavy, sans serif font used within the logo to link to the active aspect of the brand whilst being clear to read. The pattern is built with repeating arrows, that are built from part of the D and part of the T of the logo. The arrow again implies the active lifestyle and moving forward, it also has positive connotations. The pattern also resembles a running track, again linking back to the concept of the brand. The colour palette is unisex and bright, more fun than a typical retirement home. 2/8
Samantha Walker
Brief 4 - Retirement Home
Icons Built using part of the D and part of the T from the logo. These are used to represent the many activities of the retirement home. Would be applied to such as activity planners. 3/8
Brief 4 - Retirement Home
Samantha Walker
jake
elle
AIMEE
Daniel
Name Badges Including icons linking to the area of expertise or job role of the member of staff, ensuring all residents get to know staff and their roles. This also creates a more personal connection between staff and residents. 4/8
Samantha Walker
Brief 4 - Retirement Home
Wayfinding The arrow element of the brand is used through the home to direct to apartments and communal areas such as the ballroom. The brand is continued through the home in terms of decoration to make it a more fun and exciting place to live. 5/8
Samantha Walker
Brief 4 - Retirement Home
Branded Coach The coach belongs to the home allowing residents to go on many trips. It is appropriate for this to show the brand clearly so that residents can easily identify their coach when in car parks, etc. but also as a method of promotion. 6/8
Samantha Walker
Brief 4 - Retirement Home
Promotional Brochure Explaining and promoting the home and how it works. This would go through elements such as the many different activities. Using the off white colour of the brand for the stock. 7/8
Samantha Walker
Brief 4 - Retirement Home
Office Stationary Showing how The Drive brand can be visually applied to appropriate office stationary, important for the running of a retirement home, for example for patient notes. Such items should include a level of authority. 8/8