Guild - A better way to grow older
A CULTURAL TRANSFORMATION Moving away from traditional approaches... Guild Living, a groundbreaking collective of experts in aging and well-being, is dedicated to transforming the concept of later living and altering perceptions about growing older. As their primary strategic and creative partner, we are assisting them in realizing this goal. A MULTI-BILLION-POUND ASPIRATION More than just an ordinary startup, Guild Living is supported by Legal and General, who are so invested in creating a better future for the elderly that they are committing £2 billion to the cause, making Guild Living one of the UK's most heavily funded startups to date. This investment will facilitate the development of innovative retirement communities nationwide, featuring luxurious apartments, on-site gourmet dining, a variety of fitness classes and activities, along with advanced personalized healthcare. Through this initiative, Guild Living aims to replace the fear, loneliness, and anxiety often associated with aging in the UK with a 'third age' characterized by hope, community, and joy. "Our mission is enormous – to empower older individuals to live remarkable lives. To accomplish this, our brand must connect with audiences through groundbreaking ideas and exceptional creativity. That’s why we partnered with Woven; we believe they possess the vision and talent needed to align with our ambitious goals." EUGENE MARCHESE - FOUNDER AND DIRECTOR, GUILD LIVING GETTING STARTED Our collaboration began with a series of comprehensive workshops involving Guild Living’s senior team, including founder Eugene Marchese and Malcolm Johnson, a Professor of Gerontology and the leading expert on Channel 4’s ‘Old People’s Home for 4 Year Olds’. These workshops were essential in understanding Guild Living’s business objectives, the composition and motivations of their target audience, and the key messages to convey. This foundational work was vital for identifying the brand’s target audience, the channels to reach them, and the direction of our creative initiatives.