Campaign creative development
Creative asset creation
Hank is the digital platform for older adults who still want to feel young. We’re talking about people who choose to retire in their own homes and still want to explore their passions. So our task was a true joy: to create a new identity for Hank that celebrates their eternally youthful spirit.
First up, there’s something we needed to get straight about older people: they’re not all the same. The way we see it, age doesn’t stop anyone from having their individuality celebrated––especially those still journeying towards new experiences. So we twisted a classic trope to capture the mindset of Hank’s people. Meet “Generation You”.
Our design thinking was informed by the concept of the journey. At the core of our work is the “journey line”, which gives Hank a uniquely energetic personality for a brand aimed at older adults.