Longevity Group Australia

Challenge:
In early 2016, Transport Friendly Society Limited (a 126 year old company) started the transition process to shift from a boutique financial services brand, to a specialist property solutions company. Having expertise in aged care housing, TFSL under took research and discovered a gap in the next stage living residential market.

To optimise this opportunity, a brand strategy process was undertaken culminating in the recommendation to re-name the business and develop a new category name to better reflect and differentiate TFSL’s unique offering. A new brand mark and visual identity design was also required to visually articulate the new brand story.

Idea:
The new brand name was inspired by the burgeoning ‘longevity economy’ in the USA. The longevity economy refers to the 50+ year old consumer market who are empowered with accumulated wealth and who have a positive outlook and lifestyle aspirations for their retirement years.

Execution:
A new brand mark and visual identity design followed reflecting the brand’s premium positioning and customer proposition. Central to the brand mark design was a strong, ‘L’ shaped device representing a new clear direction and a new way of thinking. The new visual identity design was then applied across a range of communication tactics including a website, corporate profile, stationery, signage and a brand video. The Longevity brand story was articulated through an overarching concept called ‘Live Longevity’ to help capture the essence of this new aspirational lifestyle choice.