Not-For-Profit Organisation AIR
About: The Association of Independent Retirees (AIR) has been in existence for 28 years. AIR is a National, not-for-profit organisation with representation in every state, with national membership of over 3,500 across more than 40 State Branches, represents the interests of self-funded retirees. Its Mission is to secure recognition and equity for Australians who, through their diligence and careful management, fully or partly self-fund their own retirement needs.
Challenge: The current Brand has lost its appeal. They are seen as a “retirees” organisation with the emphasis on “being” fully or part self-funded in retirement.
Solution: Target those people who are planning or aspire to be independent “when they retire”. New Image, Logo and taglines should have a more modern look and feel and attract a younger audience (without alienating those who are already retired). Creating The AIR emblem and a new tagline.