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How do you represent distinguished women over 50 years of age at the height of their powers?
When Forbes brought its newest editorial franchise, 50 Over 50, to a live audience, it required an identity that could both feel native to its digital list launch and reflect the audience within the room.
The Forbes “50 Over 50” platform, in partnership with Mika Brzezinski’s “Know Your Value”, is dedicated to shine a light on women over the age of 50 who have achieved significant success later in life, often overcoming formidable odds or barriers.
For these dynamic women, growing older is about getting wiser—and bolder. The members of the 50 Over 50 are founding and running companies at scale ($20 million or more in revenue for for-profit companies), leading movements and changing the world. They’re working across all sectors of the American economy—venture capital, education, politics, major league sports and more—and, importantly, they’re paying forward their after-50 success.
In a moment when a global pandemic has pushed a disproportionate number of women out of the workforce—and, among this demographic, forced hundreds of thousands into too-early retirements—it is our hope that the stories of the women on this list resonate, inform and inspire.
Working closely with internal teams at Forbes on creative strategy, visual identity and motion behavior, the result is an event package that feels thematically-relevant and sophisticated.
The Forbes 50 Over 50 Celebration convened list honorees, business executives, culture leaders and more, to unlock new thinking and expand perspectives. The event culminated with a conversation between MSNBC’s Mike Brzezinski and the First Lady of the United States, Dr. Jill Biden.
We bought in Emily Thompson, the founder of her eponymous NYC floral shop and studio, to bring our stage to life. A focus on roots, bulbs, vines and branches – like their shared tales of persistence – wrap around the story of each of our subjects.
A robust motion package – set behind the stage installation and prominently showcased on the adjacent video board – provided a heartbeat to the event. Additional branding was brought to life throughout the space in signage and stationery.
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Team
Creative Director: Matt Herrmann
Motion Designer: Jessica Desmond
Event Designer: Sean Downey
Floral Design: Emily Thompson Flowers
Logistics Lead: Susan Kessler
Programming: Jessica Charles
Programming: Erika Speed
Video: Tim Pierson
Photography: Rebecca Miller, Celeste Sloman and Jamel Toppin
The Greatest Global Gathering Of Women
When Forbes brought its newest editorial franchise, 50 Over 50, to a live audience, it required an identity that could both feel native to its digital list launch and reflect the audience within the room.
Working closely with internal teams at Forbes on creative strategy, visual identity and motion behavior, the result is an event package that feels thematically-relevant and sophisticated.
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The Forbes 50 Over 50 Celebration convened list honorees, business executives, culture leaders and more, to unlock new thinking and expand perspectives. The event culminated with a conversation between MSNBC’s Mike Brzezinski and the First Lady of the United States, Dr. Jill Biden.
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How do you represent distinguished women over 50 years of age at the height of their powers?
We bought in Emily Thompson, the founder of her eponymous NYC floral shop and studio, to bring our stage to life. A focus on roots, bulbs, vines and branches – like their shared tales of persistence – wrap around the story of each of our subjects.
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A robust motion package – set behind the stage installation and prominently showcased on the adjacent video board – provided a heartbeat to the event. Additional branding was brought to life throughout the space in signage and stationery.
From Page To Stage
We developed a brandbook and design system that served as the foundation for all visual communications. This helped ensure we created consistent, on-brand content that took into account our plan of action and inspiration.
Simultaneously, a motion package was storyboarded and built. The goal was to create a product that complimented the franchise. One that felt elegant and bold, leveraged photoshoot b-roll, and utilized rich typography throughout.
In animation, the 50 Over 50 logo confidently introduces itself with a smooth, intuitive expansion with a delicate arrow hinting at the overarching theme: success achieved later in life.
First Lady Dr. Jill Biden Helps Forbes Celebrate Its 50 Over 50 List.
Engaging Across All Platforms
Working closely with internal teams at Forbes on creative strategy, visual identity and motion behavior, the result is a versatile brand that has its way into much of Forbes’ consumer touchpoints.
Weekly coverage on MSNBC’s Morning Joe, a four-part digital list, a video series, and and performance marketing campaigns on social all culminated with the 50 Over 50 Celebration.
Each component of the identity system reflects the balance of inspiring stories and personal worth at the heart of the 50 Over 50 franchise.
