Effective Ageing by Design

Products and services which have been effectively designed and marketed to reach an older ( 55+ ) target population.

John Mathers, Chair of the judges explains "Our older population in the UK, and in many places around the world, has changed from being a minor segment to be ignored and has, rather, become a hugely important and vibrant part of our economy. This award recognises the need to design for them in a way which does not patronise but celebrates, that empathises but does not sympathise, which engages and resonates. From new products to new services to new expressions, we are looking for great examples which can inspire a whole new generation of designers.”

1. Brand Identity Design

The best brand identity design, digital or graphic.
Awards will be given for those brand identities where
the overall fee was less than £100,000 and where it was
over this amount.

3. Packaging Design: Graphic

For the best graphic design for packaging.
Entries will also be considered for an award for the
best overall packaging design, taking all elements into
consideration along with entries into the Packaging
Design: 3D category.

4. Packaging Design: 3D

New for 2018! For the best physical/3D design for
packaging.
Entries will also be considered for an award for the
best overall packaging design, taking all elements into
consideration along with entries into the Packaging
Design: Graphic category.

12. Retail/Pop-Up Retail Design

The best use of external/interior design in retail. One
award will be given for permanent retail experiences,
one for more transient experiences.

19. Brand Campaign

The best brand campaign design of the year. It’s
important that we see 5-7 examples of how this is
communicated.

20. Self-Promotion Design

The best design for self-promotion purposes. This
should be entered directly by in-house teams or by
agencies for their own promotional work.

21. Design for Good

This category recognises the growing contribution that design and creativity play in making the world a better place. We want to reward the work and those who are doing something to benefit society or humanity.  Entries can be any form of design from packaging to apps to print etc