Help the Aged sell a range of financial products for the over 50s, from car to home insurance. Problem was, being associated with HTA meant there was a stigma of being old and fuddy-duddy if you bought these products. Plus, Saga were direct competition, so we had to look and sound completely different and avoid stereotyping people over the age of 50.
We developed everything from scratch – tone of voice, look and feel and strapline. We avoided photography so that we didn’t fall into the same cliche traps as Saga and tackled the pigeon holing of the over 50s head on.

Intune (Finance by Help the Aged)