Giving age a voice


What we did
Brand strategy, brand refresh, brand guidelines, tone of voice, brand video, launch materials, advertising, literature


The project
Doro make smartphones. They develop the products and services that enable the over 65s to communicate easily and stay in touch with family and friends. We needed to define the brand and give Doro a presence in the telecoms industry.

Our main sensitivity to overcome was how to talk to the over 65 market without stigmatising people or being patronising. Doro needs to be different; it needs to stand for something and live by its values. It was important to develop a platform which would give us the opportunity to evolve their brand, create a new identity and work on product and service communications based on Doro’s core beliefs about age.

We gave Doro a cause: to make age a life stage of opportunity, empowerment and enjoyment. Age should not define people; it’s what you do and get out of life that’s important. We developed a manifesto to define what the brand stands for, how it should behave and act. Through our new guidelines, Doro can own a bigger, optimistic space, and position themselves as the experts on age.

We created a new visual identity to bring the new brand voice alive. A new look and feel reflective of real people, inspiring our audience to live life the way they want… to the full.


swimmer, elderly swimmer