Digital Seniors Brand Identity Visual Identity by Max Bessone

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DESIGN DETAILS
DESIGN NAME:
Digital Seniors Brand Identity

PRIMARY FUNCTION:
Visual Identity

INSPIRATION:
Digital Seniors is a newly established Trust for the digital inclusion and empowerment of seniors. The Trust originated from a Technological Futures Masters research by Cathy Hardinge consulting seniors, businesses and the public to understand seniors' digital inclusion needs, barriers and opportunities. This research found seniors' primary need to be digital learning and support. The senior digital inclusion challenge was found to be complex and systemic requiring government and community interventions for large scale social impact.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Digital Seniors represents the digital inclusion of seniors. It tries to turn senior's frustration and embarrassment for technology into enjoyment and self belief. As the key audience are seniors, the brand likes to use seniors' language and colloquialisms. Since seniors are intelligent and often witty, the brand's style of voice is positive, respectful, clear, and playful. Digital Seniors brand tries to add light hearted and humorous statements where possible for senior's enjoyment.

OPERATION / FLOW / INTERACTION:
Seniors haven't had as many opportunities to learn and use technology compared with other generations. Many seniors are threatened by technology. Avoidance and fear are common. Digital Seniors entered the market strangely in New Zealand helping seniors learn and use technology. It brings positive attitude, fun and enjoyable experiences where seniors feel, I can do this.

PROJECT DURATION AND LOCATION:
The brand development started in November 2017, in Wellington. Even if it is an ongoing project, the brand guidelines was finished in June 2018 in Wellington, New Zealand. The project was launched by the Prime Minister, Rt Hon Jacinda Ardern on the 16th of August 2018.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
Digital Seniors logo used a construction guide to achieve symmetry and maintain consistent spatial relationships between each line and curve of its design. The construction guide is visible on the brand guidelines.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Digital Seniors logo and other brand elements have been designed and developed using vectors, which allow its use on multiple collaterals and dimensions.

TAGS:
Corporate Identity, VIS, Branding, Logo design, digital seniors, digital inclusion, wellington, new zealand

RESEARCH ABSTRACT:
Digital Seniors was created from research for a Technological Futures Masters Degree, by Cathy Hardinge, CEO of Digital Seniors. This researched New Zealand's senior digital divide with businesses and seniors to determine the barriers, needs, and opportunities. Before to develop the new brand, it has been important an extended research of the background, interviewing more than 100 seniors from different regions and status. Developing personas also helped to clarify the goals to establish a new company image.

CHALLENGE:
The huge challenge was to create a concept that could engage with both, seniors and communities. Digital seniors is about empowering seniors with technology skills for their digital and social prosperity. Helping them to change their attitude about technology. But it is also about to bring communities together and work with businesses, councils and community initiatives. Every day, Digital Seniors find and train volunteers who are able to cater for a diverse range of seniors (ethnicities, living at home or in retirement villages etc).

ADDED DATE:
2018-09-25 09:31:38

TEAM MEMBERS (1) :
Max Bessone

IMAGE CREDITS:
Max Bessone

Visit the following page to learn more: http://digitalseniors.co.nz
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Digital Seniors

PROFILE:
Digital Seniors represents the digital inclusion of seniors, one of the most digitally disadvantaged groups in New Zealand. Many seniors are threatened by technology. Digital Seniors tries to turn senior’s frustration and embarrassment into enjoyment and self belief “I can do this”. Its approach is based on a friendly Kiwiana spirit which is intentionally relaxed, witty, and with a ‘can do attitude’. Its personality has three defining characteristics: helpful, playful, and friendly.

NOMINATION DETAILS

Digital Seniors Brand Identity Visual Identity by Max Bessone is a Nominee in Graphics and Visual Communication Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

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AWARD DETAILS

Digital Seniors Brand Identity Visual Identity by Max Bessone is Winner in Graphics and Visual Communication Design Category, 2018 - 2019.



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