BEFORE - original poster SIRE campaign posters — conceptual before-and-after redesign .Before-and-after comparison of three SIRE “Je bent nooit te oud om te leven” campaign posters, showing a conceptual redesign with stronger visual consistency.
AFTER - all three posters of the SIRE campaign "Je bent nooit te oud om te leven", which feature a conceptual redesign with stronger visual consistency.
Photo grid showing the original Van der Linden Tandtechniek advertisement before redesign, with small typography, limited contrast and a crowded layout.Photo grid showing the original Van der Linden Tandtechniek advertisement before redesign, with small typography, limited contrast and a crowded layout.
Dental technology advertisement — conceptual redesign.Photo grid showing the conceptual redesign of the Van der Linden Tandtechniek advertisement, with improved typography, contrast, white space and information hierarchy.
Senioren Krant advertisement — original design.Photo grid showing the original advertisement from Senioren Krant before redesign, including its existing typography, colour palette and information structure.
Senioren Krant advertisement — conceptual redesign.Photo grid showing the conceptual redesign of a Senioren Krant advertisement for active 50+ readers, with clearer hierarchy, stronger contrast and balanced white space.
CONCEPTUAL REDESIGNS FOR ACTIVE 50+ AUDIENCES
Visual Communication · Before & After
This series of three self-initiated design studies explores how existing advertisements and campaign visuals can be made clearer, more coherent and more contemporary for active people aged 50 and over.
For each redesign, I used the original message and recognisable visual elements as a starting point. I then explored how typography, contrast, colour, white space and information hierarchy could improve the communication while preserving its original identity.
The purpose was not simply to make the text larger. The studies consider how design can better reflect an audience with experience, developed visual taste and ambitions for the future—without relying on outdated stereotypes about age.
DESIGN APPROACH
• Analysis of the original communication
• Improvement of typography and readability
• Stronger contrast and information hierarchy
• More consistent use of colour and white space
• Preservation of the original message and recognisable identity
• Contemporary presentation without age-related stereotypes
• Improvement of typography and readability
• Stronger contrast and information hierarchy
• More consistent use of colour and white space
• Preservation of the original message and recognisable identity
• Contemporary presentation without age-related stereotypes
01 — CAMPAIGN POSTERS ABOUT POSITIVE AGEING
The campaign “Je bent nooit te oud om te leven” — “You are never too old to live” — challenges negative representations and persistent assumptions about ageing. The posters feature active and inspiring people aged 50 and over who are fully engaged in life.
For this conceptual design study, I selected three existing campaign posters. While preserving the original photography, campaign message and typographic identity, I explored how the posters could become a more visually coherent series.
A colour field connected to the individual portrait was introduced in each poster. The positioning and treatment of the campaign message were made more consistent, creating a stronger balance between portrait, typography and white space.
CHANGES
• Greater visual coherence across the three posters
• Consistent placement of the campaign message
• Improved balance between photography and typography
• Colour choices adapted to each portrait
• Preservation of the campaign’s original identity
• Consistent placement of the campaign message
• Improved balance between photography and typography
• Colour choices adapted to each portrait
• Preservation of the campaign’s original identity
RESULT
The redesign creates a more unified poster series while keeping the individual portraits at the centre. Colour, composition and typography support the campaign’s positive and energetic message about ageing.
02 — SENIOREN KRANT ADVERTISEMENT
This design study explores how an existing advertisement can be made clearer, more structured and more comfortable to read for people aged 50 and over.
The original advertisement was selected from the Dutch publication Senioren Krant. For the redesign, I refined the colour palette, strengthened the contrast and improved the typography, white space and information hierarchy.
CHANGES
• Stronger contrast between text and background
• Clearer and more legible typography
• Improved information hierarchy
• More consistent use of white space
• Dates and essential information made easier to scan
• Preservation of the original content and identity
• Clearer and more legible typography
• Improved information hierarchy
• More consistent use of white space
• Dates and essential information made easier to scan
• Preservation of the original content and identity
RESULT
The redesign introduces more clarity, visual balance and structure. Essential information can be found more quickly, and the content is more comfortable to read while the original message remains recognisable.
03 — DENTAL TECHNOLOGY ADVERTISEMENT
The original advertisement contained a large amount of relevant information. However, limited contrast, small text, multiple typographic styles and a crowded layout made the content difficult to scan.
For the redesign, I retained the original photography, content and recognisable blue colour. I then strengthened the typographic hierarchy, improved the contrast, introduced more white space and reorganised the information.
CHANGES
• Larger and more legible typography
• Stronger contrast between text and background
• Clearer organisation of information
• More white space between individual sections
• Simplified presentation of services
• Preservation of the original photography and visual recognition
• Stronger contrast between text and background
• Clearer organisation of information
• More white space between individual sections
• Simplified presentation of services
• Preservation of the original photography and visual recognition
RESULT
The redesigned advertisement appears calmer, clearer and more professional. The main message, available services and explanation of dental prosthetics can be found and understood more quickly.
CONCLUSION
These three design studies demonstrate how focused changes in typography, colour, contrast, composition and white space can make existing communication clearer and more engaging.
Design for active 50+ audiences does not need to feel traditional, cautious or visually simplified. It can remain expressive, contemporary and visually distinctive while respecting the audience’s experience, intelligence and sense of design.
DISCLAIMER
These are independent, self-initiated conceptual redesigns created exclusively for portfolio purposes. The projects were not commissioned by and have no official affiliation with SIRE, Nationaal Ouderenfonds, Senioren Krant, Be You Energy, Van der Linden Tandtechniek or the original designers and advertisers.
All original brand names, logos, photography, written content and campaign elements remain the property of their respective rights holders.