Digital Seniors Brand Identity Visual Identity is a comprehensive visual communication system designed to address digital exclusion among seniors aged 65 and above in New Zealand, developed through extensive research and human-centered design principles. The visual identity, created by designer Max Bessone, employs a strategic approach that emphasizes positivity, joy, and social connection while acknowledging the technological aspects of digital inclusion. The design's core element features a thoughtfully constructed logo that balances technological representation with human emotion, incorporating a central smile motif and utilizing cheerful colors to create an approachable, friendly atmosphere. The visual system was meticulously developed using vector-based graphics to ensure scalability across various applications, with a construction guide maintaining precise spatial relationships between elements. The identity system addresses the complex challenge of engaging both seniors and community stakeholders, effectively communicating the organization's mission to transform seniors' potential technology-related frustration into confidence and enjoyment. This Bronze A' Design Award-winning project in the Graphics, Illustration and Visual Communication Design category demonstrates exceptional achievement in combining strategic thinking with creative execution, featuring a distinctive visual language that speaks directly to its target audience while maintaining professional credibility. The design's implementation includes comprehensive brand guidelines that ensure consistent application across various touchpoints, with special attention paid to typography, color psychology, and visual hierarchy that resonates with senior citizens while remaining contemporary and accessible. The project, launched by New Zealand's Prime Minister in 2018, represents a significant milestone in addressing digital inclusion through thoughtful design, incorporating research insights from consultations with over 100 seniors to create a visual identity that effectively bridges the digital divide while fostering community engagement.
visual identity design, digital inclusion, senior-focused branding, community engagement, social impact design, accessible communication
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