Brand Identity & Development: Reshaping the Concept of Retirement Home

Brand Identity & Development: Reshaping The Concept of Retirement Home Thesis:

A peak of Golden Age Living in the Forthcoming Time in Malaysia: Changing Perceptions on The Idea of Retirement Home among Malaysian Public

Nur Afifah binti Abdul Rahman

GDG 646 Graphic Design

What is Golden Age? In Malaysia, golden ages are defined as those aged 60 and above based on the definition made in the "World Assembly on Aging 1982" According to JPA, there is a term that is also frequently used, namely the concept of "Tua Muda" (65-74), "Tua-tua" (75-84), and "Paling Tua" (> 85), which is a simple approach to classify people based on their age.

TUA-MUDA 65-74 YEARS

TUA-TUA 75-84 YEARS

PALING TUA-TUA

>85 YEARS

Phenomena of

Golden Age

The phenomena of the golden ages are happening, especially in Malaysia. Our country has also been considered an old country with an increasing number of seniors years and above.

According to Department of Statistic

10.3%

10.7% 3.611.2% million 3.5 million

Malaysia, A country will be the oldest (Dasar Warga Emas) when persons aged 60 and up to reach 15% of the

10.0%

overall population.

An issue that is still discussed in society

2018

2019

2020

2021

STAT IST IC I N MALAYSI A 60 YEARS AND ABOV E

is society's perspective on sending older people to old folks' homes or retirement homes. Many still consider that old folk's homes are a dumping place.

Retirement Planning Different people have different aspirations.

Some want to travel and others want to do charity work while there are many others who want to spend time with family and indulge in hobbies.

Based on the survey, it proves that the community in Malaysia is more interested in retiring with freedom. But the question is whether they can do it or if they can

Figure 1 The Stars, 2019

What are your preparations or plans for retirement?

A1: Fill the little time left effectively and most importantly embrace

yourself as well as around like such a lot more free time with family, friends, strengthen yourself with knowledge, charity work, take care of health.

A2: Money and Time Freedom

afford it.

Figure 2 Questionnaires 2021

Current Situation Many people perceive retirement home as a dump for their parents or the elderly, a place where they would never stay, and the majority are unaware of the know-

What are your thoughts and opinions on old folks homes or retirement houses in Malaysia?

A1: There should be no old folk’s home because this gives us an

unhealthy image as a child and Malaysians. This shows a child who does not care about their parents.

A2: Good and needs to be improved to get better.

Figure 3 Questionnaires 2021

ledge of the golden eras.

Some of them also state existing retirement homes are less comfortable and need a lot of improvement.

These findings were reached after an in-depth survey of the Malaysian population based on the target audience, as well as a research of people living in retirement home.

What are your suggestions for the future? (For the retirement home in Malaysia) A1: Retirement / old folks home (daily/weekly basis for working

people send their parents during weekdays) with facilities & full of activities for Muslim maybe we can have Al-Quran class (good for memory strength), yoga class or any sports/activities that suitable for senior citizens.

A2: We should think of developing human capital instead of

building facilities for the elderly even though that is a necessity for those who do not have families yet. When you build up this human capital, I believed this will reduce the necessity of building old folks home.

Figure 4 Questionnaires 2021

Research Objectives This research will look at how the public perceives suitable retirement home for the elderly and the benefits of sending them there, as well as how to make the public aware of the importance on planning of healthy aging at an early age. i. To identify opinions among public perception about retirement home ii. Building brand identity and development through newly develop concept of GoldenAgee

Creative Strategy Reshapping The New Concept of Retirement Home in Malaysia

This is because,people spend more of their money in the blink of an eye like buying a house or land.

This issue is not limited to the elderly. It also focuses on the younger generation as they grow older, in order to decrease and eliminate the problem. As a result, the target audience is separated into two groups: the old and those who are about to become

A place where elderly can spend their

elderly. Young adults (25-40), adults (40-50), and

time and life in Golden Ages.

elderly (60-70 years).

When we have reached the Golden Ages,

Reshaping the new retirement home can be related

we are people who have money or have a

to the sustainable development goal in the 3 and 11.

lot of savings after we worked hard when we were young.

Our aim is to reshapping the new concept and perception that investing in this retirement home is the optimal plan.

Figure 5 SDG Logo

Design Concept Conceptual Framework

Aging with dignity

Enrich Happiness

Providing activities and hobbies

Health & Well-being

Living Environment

Promoting Independence

Adapting Medical Care

Social Experience

Provide handrails everywhere especially in the bathroom

Living Environment with more elderly-friendly

Smart floor fall detection

Main Ideation Proposal: Brainstorming Brand Name

Concept

Suggested Name: GoldenAgee Goold

Shows a concept design for a pleasant living environment to give a look and feel for the target audience

Target Audience: Young adults (25-40) Adults (40-50) The elderly (60-70 years)

Ideation of retirement home Option of Rooms: Aged Care Independence Living Activities or Sports Garden

Retirement Home

Visual in the Retirement Home: Independent Living

Meditation Room

Bedroom

Art Room

Wheelchair Elevator

Swimming Pool

Elderly friendly toilet

What’s Inside!

Prob. Statement & Data Collections 01 Brand Identity 02 Retirement Home Concept 03 Promoting Items 04 Merchandise

01

Brand Identity Logo Guideline

This logo's concept is using modern symbolism. As you can see, the logo has symbolic of smiling elderly at the letter OLD. This can represent an emotion of happy or healthy elderly in their golden years.

Official Logo

A minimal G letter are in gold color that will be represent as golden.

Pronounciation: (golden-ay-gee)

Alternate Logo

Enriching Happiness.

Making your life as fulfilling, meaningful, and filled with joy as possible

without tagline

icon

Color Pallete This logo has one primary colors.

Eden and Fountain Blue is the official color for the logo.

Buttercup and White can be used interchangeably for the logo to maintain the contrast with its background.

Eden

RGB (15, 88, 88) CMYK (90,47, 59) #0f5858

Fountain Blue

RGB (79, 194, 186) CMYK (63, 0, 33, 0) #4fc2ba

Buttercup

RGB (245, 191, 23) CMYK (3, 25, 100, 0) #f5bf17

White

RGB (255, 255, 255) CMYK (0, 0, 0,0) #ffffff

02 Retirement Home Concept 3D Design

Creative Space

Concept

Meditation Room

Concept

Indoor Swimming Pool

Concept

Independence Bedroom

Concept

Elderly-friendy facilities

Concept

03

Promoting Items Posters

Outdoor Poster

Concept

Welcoming the Golden Age for the new concept of independent living while promoting the brand.

Medium Construction Hoarding

Location Construction at retirement home or area

Outdoor Poster

Concept

Introducing to those who will be living in our retirement home, we will provide transportation services to them.

GoldenShuttle is a name for transportation in the brand.

Medium Bus Transit

Location Bus Stop in urban area

Subway Poster

Concept

We created an outdoor poster with an idea and message to raise awareness and prove our brand's trustworthiness

Subway in Urban Area

Subway Poster

Concept

Subway in Urban Area

Subway Poster

Concept

Subway Poster

Concept

We created an outdoor poster with an idea and message to raise awareness and prove our brand's trustworthiness

Waiting area in Retirement Home

Indoor Poster

Concept

Press Ads

Concept Welcoming the Golden Age and invite the seniors to join us in enriching their happiness.

Literal Ads

Medium

Downside and Cornerside of Newspaper & Trifoled Brochure

Instagram

Social Media Poster

Concept

Social Media Poster

Concept

Introducing our brand through digital and promoting.

Medium Social Media

Location Instagram and Facebook

Facebook

Social Media Poster

Concept

Social Media Poster

Concept

Promoting the brand and retirement home by creating a reason why they should be our residents.

Medium Social Media

Location Facebook

Facebook

Social Media Poster

Concept

04

Merchandise Branding Items

Amenities

Concept

Uniform

Concept

Special uniform for our team members.

This uniform are used so that they can be noticed by the residents in our retirement home.

Unisex Sportwear

Concept

These sportwear's will be provided to all of our residents for use in recreational and exercise activities.

Full cap

Sun Visor

Yoga Mat

Water Bottle

Swimsuit

Concept

Swimsuit will be given to our residents as well as team members.

Men’s shortpants

Women’s Short Sleeves

Women’s Long Sleeves

Recreational Facilities

Concept

These are some of the recreational facilities provided at our retirement home.

Bicycle

Electric Scooter

Vehicle

GoldenShuttle is a name for transportation in the brand.

Thank You! from Nur Afifah binti Abdul Rahman