Black Mercury

Life Reimagined

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

Recently 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