Case Study: Age International boosts global awareness and brand trust with Shape History

Age International boosts global awareness 18% with Shape History

Shape History was approached by Age International, a UK-based charity focused on supporting older people and fighting ageism globally. The challenge was to connect the UK public and policymakers with older people living in poverty overseas, despite low public interest in international aid and a generational gap with younger audiences. A further challenge was to evolve the charity's brand to demonstrate its valued relationship with Age UK while establishing its own unique position as a global leader.

The solution crafted by Shape History was a human-led brand strategy and identity centered on real people telling human stories, using high-quality photography and soft structural shapes. This approach reframed the perception of older age to be future-focused and vibrant. The measurable results of this rebrand included an 18% increase in global awareness, an 11% increase in brand trust, and a 2% increase in marketing conversion rates.

Age International