Identity for Social Movement
A search for continued income and the desire to make a meaningful social impact is leading many baby boomers to postpone retirement and start second careers in areas such as health care or education. The think tank Civic Ventures identified this movement as Encore Careers. The semicolon as a graphic device is the focal point of the identity, aligning one’s earlier career with future possibilities.
The project took place at Landor Associates, under Paul Chock’s creative direction.