Giving a new voice to a research center whose subject matter is on the verge of breakthrough relevance
Milken Institute
Center for the Future of Aging

Introduction

As the largest-ever proportion of our population nears retirement age, the Center for the Future of Aging’s work is becoming exponentially more vital. We teamed up with CFA – a Milken Institute initiative – to build a more beautiful and accessible site that altered perceptions around aging and provided resources that reframe the narrative.

The Ask

The Center for the Future of Aging is focused on changing perceptions around the future of aging. CFA’s website didn’t match the relevance of their mission, or the vibrancy of their output. We teamed up with them to elevate and supercharge their positioning in time for the wave of Baby Boomer retirees they’d need to support. The goal? Give CFA’s website a more contemporary look, and find a new structure that would be better suited to their goals as an organization: to make their output accessible and relevant and to encourage repeat visits.

The Action

We needed to help CFA develop a quarterly multimedia publication. To accomplish this, we reframed the website as a digital publication with themed “issues” and “chapters,” interweaving CFA’s own content with content from trusted partners. We made content more shareable by adding special features, such as the ability to tweet out highlighted passages from articles. We also added multimedia capabilities, such as the ability to introduce each “issue” with video or audio recordings.

The Result

We helped CFA envision themselves as a hub of thought leadership, and gave them new ways to share with and grow their audience. The forethought of the Center for the Future Aging – a focus on incoming Boomers in need of resources and content that would address ensuing questions and topics – was brought to life at exactly the right time. The resulting site better encapsulated the forward thinking nature of their work and positioned them to be perceived as the leader that they already were.