“Taking Care of Tomorrow” is a consumer booklet provided to the elderly and their families, discussing how to plan for long term care and what insurance coverage is available. A photo-driven, people-oriented approach was taken to make the booklet more inviting.

A softer color palette, easily-understood data graphics and larger type for older eyes all contributed to a more consumer-friendly, accessible and therefore easily comprehended presentation. The look and feel wanted to be authentic and real vs. slick and sales-oriented, avoiding unrealistic extremes of overly depressing and impaired or falsely healthy. Use of sepia duotones for the photographs added a warm face that spoke to the target demographic.