Design Brief: Creative Refresh Guiding Principals

Advanced age doesn’t mean static or dated. The goal is to serve our audience’s demographic without bowing to dated assumptions and to create designs that communicate excitement while also being age appropriate and taking into consideration best practices for our demographic.

High quality product = elevated design style. To elevate the design-style to reflect the quality and price category of our product.

Show the Wow. To better reflect the wow-factor of our life-enhancing trips via imagery and white space rather than lengthy text.

Consistency is Key. To have a consistent visual approach across all of our design mediums and as an organization, to recognize the value of coherence over differentiation to best elevate the brand.

No Surprises! To end with a product that the organization feels proud and comfortable with.