Objective

Design and come up with creative elements plus the details for an event. My event was the grand opening for a retirement home. The goal was to design it to convince Gen X adults to place their parents in it.

Class: Digital Design II

Process

Unit 1: Research

Target Audience: Gen X

• Gen Xers (86%) and millennials (82%) worry about having enough money to support themselves and their parents
• 3 in 4 Gen Xers (73%) and 1 in 2 millennials indicate they will need to delay retirement due to supporting their parent(s)
• Top challenges of managing their parents’ healthcare include: not having enough time to attend visits, not having enough money to cover healthcare costs, not understanding plan benefits

User Persona 1

Amara is a 45-year-old caregiver for her mother and 3rd grade teacher from Los Angeles, California, who usually has to miss school days to take care of her mother causing her to earn less money in order to cover her mother’s medical bills and take care of herself. Her mother has dementia and needs 24-hour care. Amara gets very emotional because she hardly has a life outside of taking care of her mother. Recently, she has tried making time for herself, but her mothers health has worsened. 

Goals

• Would like to find a great retirement home for her mother with 24-hour care
• Meet with an healthcare professional to learn more about plans
• Have a life outside of work and taking care of her mother

Frustrations

• Mentally and physically weak from being her mother’s caregiver
• Her mother’s medical bills are to high
• Affordable retirement home that takes great care of seniors

User Persona 2

Dean is a 50-year-old delivery driver from New York, who takes care of his parents’ healthcare. Both parents need 24-hour care and he can’t afford a caregiver, so he lives with them and has a family friend watch them while he is working. Despite him having a job, he still doesn’t make enough to afford his parents healthcare. Recently, he had to quit his job because his parents’ health has gotten worse. 

Goals

• Would like to find a great retirement home for his parents with 24-hour care
• Meet with an healthcare professional to learn more about plans
• Start making money again

Frustrations

• Mentally and physically weak
• Can’t afford to have a caregiver or their medical bills
• Can’t find a retirement home for his parents that’s affordable with 24-hour care

Other parts

part 2: Event Identity

part 3: Brand Identity

part 4: Print Collateral

part 5: Digital Collateral

Presentation