The brief was “how can we keep older people connected”. The project focussed on the often difficult transition from full time work into retirement. This time can be particularly difficult for men so we created the After Work Club, an on and offline network which aimed to inspire and connect these men with the belief that there was still a lot more to do with their lives.
As well as designing the service, I was in charge of look and feel and branding. Events are at the core of the TAWC concept. I organised, curated and ran these. They consisted of talks from inspirational retirees and bringing together a group of strangers around the shared vision that retirement is outdated and needs to change.
Throughout the project I worked closely with the demographic we were designing for. We researched on the streets, at mens' sports groups and workplaces. We co-designed the branding, name and service proposition. The process took over 7 months of refining, testing, redesigning and positioning.