Helper For Two Generations

The generation that is in the middle of life today cares about its children and its parents at the same time. No wonder they can use all the help they can find. For a technology company that offers smart solutions for older people, we took on the task of developing a new brand positioning that optimally addresses the life situation of the target group.

The core of the positioning: many older people are reluctant to adopt new assistive devices because they scare them and they feel overwhelmed. Adults often lack the persuasive power to jump this hurdle. We developed a new brand essence that focuses on the company’s role as a helper and connector between generations – empathetically addressing the lives of the younger generation and helping them understand the benefits of technology to their parents.

The result: a new content strategy that optimally supports the company’s growth and its increasing relevance in society.