OUGD603/Grace Buckley Brief, Concept & Target Audience 1/3Brief 6: Something More: The Ministry of Wonderful

Concept

Cockle Bay is a retirement home brand of ‘villages’ by the seaside in different locations in the UK. Each village is made up of beach huts and every resident is invited to decorate and furnish their hut in a way that makes it homely. The residents have their own community but maintain their independence, while staff are on hand if needed.

Target Audience/Tone of Voice

The older generation, as well as their children looking for a retirement home for their parents. The tone of voice must be friendly and inviting as these retirement villages are a home from home, not somewhere to be depressed.

Brief

Create a new concept and branding for a retirement home. It has to be something out of the ordinary that improves existing perceptions of what retirement homes are like.

OUGD603/Grace Buckley Research 2/3Brief 6: Something More: The Ministry of Wonderful

Research

Research into seaside themes and beach huts were influential in the ideas and concept generation stage in order to give a feel of what the villages could be like. The cockle was chosen as the main imagery of the brand because it is sea related and also looks like a heart, which reinforces the caring, comfortable tone of voice.

OUGD603/Grace Buckley Mockups 3/3Brief 6: Something More: The Ministry of Wonderful

Mockups

Mockups of a website and homely features in Cockle Bay were created in order to give an idea of the aesthetic themes throughout the homes. Imagery was kept consistently fresh and cool to reflect the environment of the retirement home complex.