[03]Brand · Advertising · Digital· 2025
Commercial design for a senior-care group in Spain. Mainly Senior Market — the brand manual, the advertising, and the UX/UI and web work — alongside its sister brand miResi.
[01]Overview
A brand system for a category that usually settles for clinical — and refuses to.
Same person, different moments: miResi finds a residence, Senior Market sells what you take home. Shared green and tone, separate marks — a roof and hand for care, three figures for the counter.
Most of the work shown here is Senior Market. miResi is included because the two systems had to be designed to sit next to each other.
Retail. Mobility and wellbeing products, sold in store and online. Slogan: “A mayores retos, mayores soluciones.”
Marketplace. Helps families find and compare senior residences — the moment before a product is ever needed.
The manual opens with the argument, not the logo — so every later call on colour, signage or ad copy has something to be checked against.
Families trusting Senior Market each month — the figure the experience model is held to, and the proof point that leads the homepage.
From brand platform through design philosophy, retail space, signage, technology and staff training, to the customer experience itself.
A geometric sans for the wordmark and headlines, Montserrat Semibold for the slogan and supporting copy. Nothing else is permitted.
Clear space derived from the mark’s own lowercase “e”, the isotype–wordmark relationship fixed, and a full page on what not to do.
#027D3DPrimary. Pantone 7731 C · RAL 6029#A8C3A2Secondary, calm surfaces. Pantone 621 C · RAL 6019#F4ECDCWarm neutral, retail walls. Pantone 7499 C · RAL 9001#D9D9D6Ceilings, cool neutral. Cool Gray 1c · RAL 9003Four tones, each specified in HEX, RGB, CMYK, Pantone and RAL — because this palette had to survive a print run and a shopfitter, not just a screen.
Retail is the biggest section. Two principles govern it — minimal to reduce fatigue, functional to move through — and every material answers to one of them.
One offer, four aspect ratios. Rather than stretch one artwork, each was rebuilt: fixed reading order, layout reflowing around whichever edge is scarce. Pick a campaign, step through the formats.
Square feed unit: headline stacked at the top, express-shipping badge and CTA down the left, product filling the right.
Two audiences — older adults, and the adult children buying for them. The same friction kept surfacing: small type, low-contrast controls, a catalogue sorted by product when people arrive with a problem.
A manual specific enough for a shopfitter, a framework that yields four correct placements instead of one stretched one, and a storefront built around how this audience actually shops.
[08]Next project
Leave the calm marketplace system and step into an independent streetwear label built on attitude and control.