Centre for Ageing Better
Age-friendly Employer Pledge
Promoting a multigenerational workforce
The Age-friendly Employer Pledge is a nationwide programme, developed by the Centre for Ageing Better, for UK employers who recognise the importance and value of older workers. By joining the pledge, organisations are committing to improving work for people in their 50s and 60s.
We developed the brand for the programme, creating new brand messaging, visual identity and comms pack.
What we delivered
– Background research
– Cross-sector market analysis
– Brand messaging
– Visual identity
– Pledge logos and icon set
– Comprehensive comms pack
– Identity toolkit
A connection with the master brand
Building on the Centre for Ageing Better brand we developed, the sub-brand promotes the Age-friendly Employer Pledge. The angle and typeface of pledge logo form a connection with the master brand.
A subset of the main brand colour palette is used to create communications that have a light and bright feel.
Engaging and flexible communications
The visual identity uses a grid-based structure to allow the creation of engaging and flexible communications and layouts. Icons are abstract and depict the positive elements of employment along with age-positive photography.