Creating and branding a digital lifestyle hub for the Saga brand. Striking the balance between an established legacy brand, and the fresh appeal of a digital-first platform.
The North Star
Naming, creating and launching a new lifestyle platform for Saga.
What really needed to be done?
Saga wants to be the superbrand for the over 65’s but needed to increase the frequency of contact with its customers through a digital-first approach.
The Slingshot
Your time is now. Challenge perceptions; whether those are the perceptions the marketplace has of Saga, or the cultural perceptions of their customers and what age means.
Scrupulous Strategy
In-depth analysis of Saga's product target audience needs, preferences, and pain points ensured that the digital lifestyle hub addressed their requirements.
Narrative for a New Age
Carefully crafted to resonate with the lifestyle, aspirations, and values of the target audience.
A Powerful Verbal ID
A clear, concise, and relatable messaging strategy and verbal tone that ensured every comms touchpoint resonated with Saga's ethos and target audience.
Bridging the Visual ID
A distinct visual identity that combined Saga's heritage with a modern digital aesthetic.
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