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[03]Brand · Advertising · Digital· 2025

Senior Market
/ miResi

Commercial design for a senior-care group in Spain. Mainly Senior Market — the brand manual, the advertising, and the UX/UI and web work — alongside its sister brand miResi.

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Senior Market showreel: campaign creatives, posters, merchandise and web screens assembling on screen
Client
Senior Market · miResi
Industry
Senior care · Retail & marketplace
Year
2025
Services
Brand manual · Advertising · UX/UI · Web
Role
Brand Designer & Art Direction Support

[01]Overview

About the project.

A brand system for a category that usually settles for clinical — and refuses to.

Five months in 2025 with a senior-care group in Spain, working across its two brands: Senior Market, the retail arm, and its sister brand miResi. I was the brand designer, with art-direction support on the campaign work.

The main deliverable was the manual — nine chapters covering identity, retail space, signage, technology, customer experience and staff training. It was scoped as an operating system rather than a logo file, because the group was opening stores and every installer was otherwise deciding things locally. Alongside it I rebuilt the logo, set the palette and materials, produced the advertising in four formats, and designed the storefront and the service landing pages.

01Brand manual & retail system
02Multi-format advertising
03UX/UI & web design
01 / Two brands, one group

Related, but not interchangeable.

Most of the work shown here is Senior Market. miResi is included because the two systems had to be designed to sit next to each other.

01

Senior Market

Senior Market logo: three white circles inside a green cloud mark above the wordmark

Retail — mobility and wellbeing, in store and online.

02

miResi

miResi logo: a green heart held in a hand under a roof outline, next to the miResi wordmark

Marketplace — finding and comparing residences.

02 / Brand platform

Written down before it was drawn.

Mission slide: two pairs of hands held together over a green field, with the Senior Market mission statement in Spanish
Mission — and who it serves
Vision slide: an older man walking with a cane beside a younger woman, surrounded by mobility products
Vision — the store as a stage of life
Values slide: three values with line icons beside a portrait of a smiling older man
Three values, three icons
Customer experience slide: accessible, close and relevant, each with a line icon
The experience model, and its metric
01

10,000+

Families each month — the number the model answers to.

02

9 chapters

Nine chapters, brand through staff training.

03

2 typefaces

Geometric sans for the wordmark, Montserrat for the slogan.

03 / Identity system

Rules that survive other people.

Logo construction slide showing the clear-space grid built from the lowercase e and the isotype-to-wordmark relationship
Clear space, derived from the logo
Incorrect logo usage slide showing struck-through examples of stacking, shadows and standalone isotype use
Misuse, spelled out
03

Colour palette

Verde Confianza#027D3DPrimary. Pantone 7731 C · RAL 6029
Verde Salvia#A8C3A2Secondary, calm surfaces. Pantone 621 C · RAL 6019
Arena Claro#F4ECDCWarm neutral, retail walls. Pantone 7499 C · RAL 9001
Neutro Puro#D9D9D6Ceilings, cool neutral. Cool Gray 1c · RAL 9003

Four tones, specified for print, screen and paint.

Colour palette slide showing four brand colours with HEX, RGB, CMYK, Pantone and RAL values
The palette page, as it ships
04 / Identity applied to space

A brand you can walk into.

Design principles slide: minimal and clean, functional and easy to navigate
The two principles behind it
Interior materials slide covering matt white ceilings and floating acoustic panels
Ceilings — matt white, acoustic islands
Interior materials slide covering wall cladding in light wood and washable paint
Walls — wood panelling, washable paint
Exterior materials slide covering porcelain facade cladding with a warm wood-effect finish
Facade — wood-effect porcelain
Storefront typology slide showing logo placement rules for symmetrical, asymmetrical, corner and narrow shopfronts
Four shopfront typologies, one rule each
Green projecting blade sign with the Senior Market logo mounted beside a wood-clad shopfront
Blade sign — the corner rule
Store interior visualisation with a wide central aisle, sage green walls and light wood flooring
Wide aisles, sage walls, short routes
Natural canvas tote bag printed with the Senior Market logo, slogan, store address and phone number
Tote — slogan and store details
05 / Advertising

One idea, four placements.

Senior Market electric wheelchair campaign, square feed format

Headline top, badge and CTA left, product right.

Sillas eléctricas · Price-led
Print poster: La libertad no tiene edad, a wheelchair by a lake, from 299 euros
Poster — “Freedom has no age”
Print poster: Comodidad en cada paso, a rollator on a country path, from 79 euros
Poster — “Comfort at every step”
Branded folding hand fan printed with the Senior Market logo and phone number
Giveaway fan — the isotype exception
06 / UX/UI and web

Designed for the person, not the buyer persona.

Senior Market storefront design: announcement bar, full-width search, families-trust badge, hero and a services section
Storefront — badge, search, help prompt
Senior Market lead-generation landing page for home care in Salamanca with a free-consultation call to action
Service landing — one city, one action
Contents page of the Senior Market brand manual listing nine chapters
The manual — nine chapters
07 / Outcome

One brand, held together across very different rooms.

[08]Next project

Into something louder and more cultural.

Leave the calm marketplace system and step into an independent streetwear label built on attitude and control.

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