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OUGD603 — Brief 05 - The Ministry Of Wonderful - Brand Development

Speaking to Jane on our course really got me thinking about how much better their retirement system is to here. It is so bleak here and unless you are quite wealthy and can afford a luxury private retirement home. To develop a brand that focused on affordable retirement in a peaceful area with no expensive luxuries but a much more lively atmosphere was what I wanted to focus on.

Jane told me that Danish retirement homes are similar to small flats that have their own facilities. This is great for the more independent elderly that aren't quite at the chair/bed-bound stage in their life, once that time comes around (if ever) more care is implemented.

I also read that Denmark is in the top 10 places to retire in the world and has the highest life satisfaction rating in the world. — Source

They focus a lot on enjoying the last years of their lives and are very engaged with taking their residents out of the retirement home for activities and day trips. They are usually situated on the coast so there are beautiful views and they are almost always very quiet and peaceful.

The idea of the residents being on a prolonged holiday to take a break from the difficulties and burdens of working life was something I was quite interested in, and that is why I am calling my retirement home 'Lang Ferie Retirement' - which means Long Holiday in Danish.

In regards to the brand's visuals I wanted to capture their values as the front line. To make sure this happened in my project I created a very simple logo involving the danish flag and some characteristic sans-serif type.

This felt quite corporate by itself which would prove to be an interesting experiment in branding as the aimed aesthetic must appeal to people in search for a retirement home either for themselves or a loved one.

Brand statements would entice viewers with the lifestyle and brand values such as:

"Take a long holiday."
"Retirement - the Danish way."
"Feel more alive than ever."

I thought maybe pulling this together with photography would communicate these brand values and override the logo to become part of a welcoming & friendly identity. This paired with a strong colour foundation secures a consistent visual for the brand.

I will be interested to hear the feedback SM have for the direction I have gone in and the outcome of the brief.

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