Greystock’s founders say it is launching in response to the growing influence of the 50+ consumer group, and the lack of appropriate images in existing photo libraries.
Eamonn Foy, creative director of Stone Creative Design, which worked on the new identity and website for Greystock, says, ‘Marketing communications with mature consumers is increasing daily – and with it comes the need for credible and relevant illustrations.
‘But, with due deference to all the main established stock libraries, most of the available images are of recognisably foreign subjects, with styling, clothing and locations which are not credible to UK audiences.’
Greystock has been set up by three founders who met through membership of the Mature Marketing Association and had all ‘experience the frustration of never finding the right image’.
Greystock founder director Dick Lumsden says, ‘We aim to compile the most comprehensive library of contemporary, relevant and credible images of Britain’s mature 50+ population.’
Stone Creative’s Foy says, ‘We found Greystock’s USP to be unique in the market place, we wanted to create a bespoke logo for the them as well as an individual font. The logo is a simple acronym of the ‘G’ and the ‘S’ but also has similarities to the graphic language used on modern day digital cameras.’
Foy adds, ‘We knew that the subject matter was focusing on older people, but we wanted the design to equally appeal to younger designers and marketers who would be using it.’
Foy says the Greystock website, which was built with agency P and L Systems, uses the colour palette and iconography set down in the brand guidelines.
Greystock is set to launch at the beginning of July at www.greystock.co.uk.