• Add to Collection
  • Tools Used
  • About

    About

    Talking to seniors with sass. Older people are an important and growing market for the fitness industry. But the category overall hasn't learned… Read More
    Talking to seniors with sass. Older people are an important and growing market for the fitness industry. But the category overall hasn't learned to adapt to this new audience: its images are still dominated by too-young models paired with messages that ring with all the authenticity of a corporate motivational poster. And if there's one thing seniors can spot from a mile away, it's pretense. When Seismic was approached by a startup specializing in senior fitness, we offered an audacious direction: speak to seniors with the same sense of humor they use on themselves, and turn a perceived negative into a badge of honor. We created a name and logo with self-deprecating wit, and carried them through a full suite of materials designed to grab audience attention and fill fitness classes. Read Less
    Published:
Talking to seniors with sass.
 
Older people are an important and growing market for the fitness industry. But the category overall hasn't learned to adapt to this new audience: its images are still dominated by too-young models paired with messages that ring with all the authenticity of a corporate motivational poster. And if there's one thing seniors can spot from a mile away, it's pretense.
 
When Seismic was approached by a startup specializing in senior fitness, we offered an audacious direction: speak to seniors with the same sense of humor they use on themselves, and turn a perceived negative into a badge of honor. We created a name and logo with self-deprecating wit, and carried them through a full suite of materials designed to grab audience attention and fill fitness classes.