The Challenge: Creating a brand that could appeal to Seniors, Middle-Aged family members, and young college students all while creating a sense of trust and normalcy around a new social concept.​​​​​​​

The Solution: we developed an energetic and unexpected color palette to communicate this fresh new idea that would bring joy, activity and growth to every Senior or Companion who participates. In addition to this palette, we created a custom mark that is retro in its typography but modern in its application, to appeal to a wide age-range and to express the intergenerational connections that Mon Ami brings to college students, middle-age family members, and seniors alike.

We also encouraged Mon Ami to humanize the face of aging and push back against the ageism we often see in America. In the campaign above, we highlight the genuine personalities of people who have grown comfortable in their own skin, who have stories and wisdom to share, and who continue to expand their interests, no matter their age.

Companions would need a Mon Ami identifier upon coming to a Senior's home for the first time, and rather than giving them a page or a tee, we developed a welcome kit that college students might actually use and find cool enough to wear on campus. A combination of a tote designed for lugging books and supplies along with a series of retro-inspired pins for customization, allows for students to spark conversation with peers about the good work they are doing at Mon Ami.