Més 65 (Over 65s)
Visual identity, editorial design and institutional communications.
How can a wide range of services, resources and activities for people aged 65 and over be transformed into a useful, accessible communication tool with a distinctive identity?
This is the challenge behind Més 65, an initiative by Premià de Mar City Council, led by its Departments of Older People and Social Services, to make information more accessible, foster personal autonomy and promote active, healthy and participatory ageing.
At Medina Vilalta & Partners, we have developed a brand identity, visual system and editorial design approach that organise a wide range of content and make it accessible through a clear, approachable and contemporary visual language.
An identity that puts people first
The creative approach is built around a key principle: communicating with older people from a positive, inclusive perspective that moves beyond traditional age-related stereotypes.
The name Més 65 becomes the cornerstone of a direct and recognisable identity, featuring bold typography, a colour palette based on the corporate blue, and photographic art direction that celebrates people, relationships and active participation in everyday life.
Editorial design in the service of information
One of the main challenges has been to structure a large volume of diverse information and make it easy to navigate. To achieve this, we have created a clear typographic hierarchy, organised the content visually and combined photography, pictograms and graphic elements that enhance readability and help users find the information they need.
The guide brings together cultural, educational and sports activities, municipal services and resources, health and safety advice, tax benefits and practical information for everyday life.
Approachable public communication
Més 65 demonstrates how design and communication can transform public information into a useful, accessible resource, strengthen the connection between institutions and citizens, and recognise older people as active contributors to society.
An identity that connects information, people and services, helping to foster autonomy, participation and quality of life.