Identity for one of the nation's largest not-for-profit organization. AARP has incredibly strong brand recognition in the name but target audiences weren't aware of all the organization has to offer and communications were inconsistent and cluttered. This rebrand is built around the core idea of AARP being your Wise Friend & Fierce Defender in the process, joys and pitfalls of aging. Leaning into the red heritage, the visual identity is dramatically simplified, humanized, and paired with simple, call-to-action messaging. 
Role: Designer, web + motion
Agency: Siegel + Gale ©2020
CD: Austyn Stevens
Collaborators: Nijel Taylor, Jonathan Correira

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