Branding & identity: Growing Up

Background Studies have demonstrated that ageism is not innate but develops over time - positive attitudes to aging have been shown to have the greatest effect on health and longevity if instilled in childhood. Brief A gardening scheme called ‘Growing Up’ was developed in association with schools in the UK, to encourage school children to interact with the older generation and work together to grow fruit and vegetables and sell them in school canteens. The scheme needed a strong logo and brand identity to accompany it. Solution The logo and identity centered around the theme of ‘change’ and ‘transition’ - to encourage young people to think of change and ageing in a positive way, and therefore to encourage positive thinkign about the older generation. It is designed to appeal both to younger and older people.