Now is the time to re-assess our view on ageing.
In 2016, the first of the ‘baby-boomer’ generation began to retire. But this generation is far more than its moniker: it is a generation who were the ’troubled youth’ of the 60’s and 70’s, who watched man walk on the moon and went to Woodstock.
With this empowered consumer in mind, we developed the new 'Southern Plus' brand – designed to offer a better way to age, and to provide a range of services that go beyond the category norm. The name itself speaks to the added extras, the additional value that Southern Plus can offer as well as the brand's positive approach to ageing.
Transcending category cliches and the unrealistic ways in which ageing and the aged are portrayed, Southern Plus recognises the positives of the ‘third age’, highlighting the opportunity to do more with your life during a time of new found freedom. Southern Plus presents a life full of vigour, confidence and positivity combined with warmth, wisdom and experience. The brand focuses on service features and benefits, and highlights the positive little extras from a first-person perspective.
At its heart, the brand is user-centric by design; it’s intentionally clean in layout. Scale and legibility of the warm typography is designed to assist a vision impaired audience digest meaningful and important information in a positive and clear manner. Colour plays the vital role of embodying positivity and helping to avoid the category cliches whilst also falling within vision impairment guidelines.