Bringing community together

A refresh that goes beyond the idea of retirement


With its guiding mission of “empowering people to choose how they live as they age,” AARP has incredibly strong brand recognition. But target audiences weren’t aware of all that the organization delivers, neither nationally nor in local communities. Simply put, AARP needed to shift perceptions beyond the idea of retirement.


We knew that AARP could stand out by standing together, so we aligned the organization around their core brand idea: Wise Friend & Fierce Defender. The idea, which emerged during feedback from their internal consumer experience team, defines AARP’s role in its members’ lives. It also gave us the strategic and creative springboard we needed to refresh the brand’s verbal and visual identity—and, ultimately, its brand experience.


With the idea of Wise Friend & Fierce Defender in hand, we redefined AARP’s brand voice and developed a simpler call-to-action-oriented brand narrative and messaging strategy.

Having created the original wordmark, we refocused and simplified AARP’s overall visual identity, revamping its signature red and iconic logo while dramatically simplifying all other visual elements, including color palette, typography, iconography and photography style.​