A rebrand, to move women into happiness.
Connected Women was founded on the premise that women over 50 face increased loneliness and isolation.
The solution was to directly answer this by connecting women.
But,
But we found a bigger problem, above loneliness, that we could address, and thereby opening up the brand positioning possibilities, value proposition and growth opportunities for the business and brand.
Making longer lives
During midlife (40-65), women’s mental and physical health undergo significant changes and it is the societies in which they live, and their respective cultures that markedly influence the well-being of those women during those times. Women are better off in societies that have a more inclusive community culture, focus on lasting activity and communal activity.
And,
Have a notable impact on thier lifespan after 65 years old.
And by evolving the brand experience, we can extend lives, filled with vitality, health and Joy.
/ The Evolution
The evolution of Connected Women required a rebrand to a positioning and proposition centred around creating socially-enriched happiness, extended relationships with others and one’s self. Extended dopamine release, with a resulting vision to be more meaningful, joyous lives for the community of Joy.
