Reinventing retirement

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.

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. We wanted to celebrate the stories of people who were still committed to creating them. Life gets better with experience and we wanted to showcase warmth and humanity in the way we represented people. The ‘Journey Line’ was a perfect addition to this idea, adding a personalized ‘heartbeat’ to each story, which could be playful, energetic,
and fun.