SAGA works with SomeOne on a sophisticated rebrand with a focus on experience rather than age

SAGA works with SomeOne on a sophisticated rebrand with a focus on experience rather than age


New research from Saga reveals the majority (70%) of over 50s feel that they are unfairly represented with the focus on age alone. 

According to a poll of 2,100 Saga customers aged 50 and over, two thirds (67%) also say they are more likely to spend with a brand that embraces a positive view about life over 50, focused on experience rather than age.

SomeOne worked with Saga on creating an entirely new visual and verbal identity to open a new conversation.

Anchored in Saga’s heritage, SomeOne created a new brand position to support its investment in data and digital to improve the customer experience, while driving core businesses by building longer and deeper relationships with customers.

The well understood historic references to quality and craft, alongside the bespoke and unique qualities made the art of marbling the perfect visual theme for Saga.

To create the new marbling prints they worked with London based marbling specialist Lucy McGrath, the founder of Marmor Paperie

Sophistication and luxury.

Ian Dawson, senior designer at SomeOne told us: We visited Saga’s very first hotel, and found inspiration for the new signifier and wordmark in the ornamental design of the railings. The arcs and shapes from the ironwork led us to develop a new bespoke wordmark with curved crossbars on the letter ‘A’s, plus a new signifier symbol." 

With the branding geared towards sophistication and luxury, SomeOne explained that the research found that this more experienced audience looked for higher quality outcomes from Saga.

‘The timeless visual theme of marbling, found in the endpapers of books, was researched with customers and was universally seen as a compelling way of connecting the brands offers with the enduring value, quality, and high levels of service delivered by Saga.’ Ian Dawson continues. "The fact that marbling is a craft that requires skill and hands on applications helped secure it further to the Saga brand."

‘The visual theme of marbling brings with it instant associations with high quality items that are made with care, and made to last." said Simon Manchipp, founder, SomeOne.

    Positive change.

    The new work aims to change the way people think about age by showing a more positive side of getting older, alongside a progressive new communications campaign from VCCP called Experience is Everything,celebrating the ‘Generation Experience’ audience, who bring a wealth of life experience into society.

    The campaign will engage its core audience, people over 50, using insights, and will lean into its digital channels as well as using brand storytelling to get closer to their customers. Saga describes this audience as the “Generation Experience”, reflecting the fact that they bring a wealth of vibrant life experience into society.

    The over 50s are the fastest growing demographic in the UK, and one that holds the most spending power comparatively. 27.9 million people will be over the age of 50 by 2030 in the UK, and 63p of every £1 will be spent by people over 65 in 2040.

    But despite the significance of this group—and rising awareness of the need for greater cultural representation of gender, race and disability—age is often left out of the conversation and either invisible or marginalised in cultural content.

    The new work explores what ‘old’ really means, and playfully questions why we call people 'old', as opposed to calling a jacket ‘vintage’, a cheese ‘mature’ or a car ‘classic.’

    Euan Sutherland, CEO of Saga Group said:
    “People are living longer than ever before; they are working longer; they are helping their families; they are contributing to society. We know our customers do not feel old – they feel as if they are experienced. They have lived full lives, have so much to give and fully intend to make the most of each and every day.

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