The iiaa story
When I joined the International Institute for Anti-Ageing (iiaa) my first major project was to reposition and rebrand them as a house of professional scientifically driven skin health brands who were essentially ‘pro-ageing-well’ versus being anti-ageing. They already had an idea for a new name, as anti-ageing has so many negative connotations, and the new iiaa was reborn as the International Institute for Active Ageing. The project involved everything from brand and creative strategy, brand toolkits, tone of voice, creative and art direction, a new website and entire corporate identity.
“I wanted to show real people of all ages, sizes and ethnicities actively showing off their gorgeously healthy skin. We cast real people versus models and used many iiaa staff for the shoot to convey the teams passion for their brands and mission to change perceptions on how to achieve healthy skin and age beautifully for life”
— Scott Corbett
Team iiaa
An example of staff behind the scenes videos telling their stories about active ageing and what beauty means to them which were used on social channels and the brand website.