Redesign Aging
Aging like Apple, not Microsoft
Images and Messages count
Coming from the world of branding and design, I am surprised about how the look of aging is so disempowering. You would think the opposite would be true to make people feel better about the passage of time. Without trying to make blanket statements, marketing tends to be pandering and highlight “fragility”, need of “help”, and “care”. We might all be in need of assistance at some point or another – not only when we are older – but why are we packaging things for older adults in the language of fear? No one likes being a charity case, but independence can be a challenge when there are so few existing products for the good healthy years that a lot of people are living. Changing the face of aging is the ultimate re-branding project.
Reframe the Message
Dementia and Alzheimer’s are diseases that need a cure; lack of purpose and loneliness are serious problems to solve, but could we discover new paradigms if we stopped calling these challenges “epidemics” or Baby Boomers “the grey tsunami”? “Senior” as a denomination also has issues. The notion of aging as pathology rather than as opportunity permeates everything (Especially with tech titans spending millions on trying to escape aging.) Academics, scientists, and industry experts have the best intentions and are creating so many great innovations, but some of these potentially life-changing products are coming with the wrong look. Design and communications with the consumer should make them feel good about participating, but or often an after thought. I believe that changing the narrative of aging has to start with the images and messages. Re-designing or creating positive aging outlooks does not negate the challenges, it just re-frames them. Perception is often more important than reality.
RE-DESIGNING FOR A POSITIVE AGING LIFESTYLE
A unique understanding of designer consumer experiences to create a new model of communication for a consumer ready to engage with companies with a new outlook on aging.
YOUR MESSAGE
Creating the language that denotes the personality and qualities of your product for engagement while speaking to an active, modern, older audience.
YOUR IMAGE
Converting your technical know-how into contemporary visual communication and design.
STRATEGIC OPPORTUNITY
Being part of a movement to re-brand the message of aging and become a valued name of tomorrow.
CURRENT PROJECTS
I discovered the world of aging via an invitation to volunteer my puppy for pet therapy. Visiting retirement homes and hospitals I got to hear the stories of people who having had interesting lives, done exiting things, and lived happily had lost their sense of purpose. We don’t need to be scientist to understand how depression or aimlessness can lead to mental decline which will usually be followed by a physical one. Right away I knew that “purpose” was a challenge I wanted to address – aside from the poor images and messages in which we are framing aging – so I created MYKGAI (My-“Ikigai” which translates from Japanese to sense of purpose) a social lifestyle platform for a Rich Third Age. Learn more about what we are doing here: mykigai.com
ABOUT
Specialized in branding and business development, Laura launched and brought to market the first fashion-focused tech accessories Case Scenario; achieving premium worldwide distribution, millions of dollars in sales, and becoming an Apple third party vendor within a year. Experienced in bringing new products to market and brand strategy, she has a unique global insight and understanding of designed consumer experiences. With a career that spans the world of media, fashion, and luxury across different continents and languages she has collaborated with companies like Louis Vuitton, Apple, and Pantone, amongst others.

RECENT PRESS
Zoomer Magazine
December 2, 2019
Zoomer Magazine article reporting on Laura Minquini’s recent development on her tech platform for modern aging: MYKIGAI
Click Here to read the article
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