Sassy seniors.

The fitness industry generally uses fit young models to market themselves. However, seniors are a new and vital growing segment, and if there’s one thing, they aren’t receptive to it’s inauthentic, non-age appropriate pretense.

Approached by a startup specializing in senior fitness, we offered up a bold direction: talk to seniors with the same sense of humor they often use on themselves and turn a perceived negative into a badge of honor. We created a name and logo with self-deprecating wit and charm and carried them through a whole campaign of marketing materials designed to grab seniors’ attention and fill fitness classes!