Black Mercury
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Strategy & Prototyping

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AARP: Life & Work Reimagined

We helped AARP re-imagine their digital brand, and how they communicate with constituents.


STRATEGY / PROTOTYPING / UX / DESIGN / DEVELOPMENT

AARP made the decision to pivot their brand so it was more in step with the needs of adults in the midst of career and lifestyle changes, rather than traditional retirees. They called the new program “Life Reimagined”, and it required AARP to reimagine not only their digital strategy, but also how to develop and express it so it could be embraced by the whole organization. That’s where we came in. Working closely with the top executives in the brand group, we developed interactive maps, opportunity matrices, and info graphics that clearly articulated a new and exciting digital strategy. With a direction set and the team aligned, we developed scores of prototypes and product concepts that delivered on the vision

AARP also realized that many of its constituents weren’t retiring — they were simply switching jobs. And many of those who weren’t switching were looking for ways to take the leap. To help experienced workers make the transition to new careers, they created the “Work Reimagined” program. Working closely with LinkedIn, we leveraged their proprietary APIs that delivered awesome search results and a vibrant, encouraging community of users. Since its inception, Work Reimagined has helped scores of experienced workers find new careers, connect with like-minded peers, and discover new vocations they hadn’t even knew existed.

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