Austria, Germany
·
2024
Brand Identity
Web Design
Corporate Design
Sell and Stay is a rent-back company that offers elderly homeowners the opportunity to unlock the value of their property—without having to move out. The company enables clients to sell part or all of their home while continuing to live in it for the rest of their lives. An independent expert, chosen by the client, ensures fair property valuation. After the homeowner passes away, the remaining amount is transferred to their heirs.
I was commissioned to design a full visual identity and web presence for all three of the company’s sub-brands:
• Ruhestand Plus (Austria)
• Sell and Stay (Austria, parent brand)
• Lebenswert (Germany)
The brands needed to feel trustworthy, clear, and respectful, while communicating a complex service in a sensitive context.
Each of the three sub-brands targets a slightly different demographic within the senior housing market.
• Sell and Stay speaks to a somewhat younger audience and positions itself as the umbrella brand. Its design is modern, slightly bolder, and geared toward clarity and accessibility.
• Ruhestand Plus and Lebenswert are positioned as sister brands with nearly identical offers, designed to reflect warmth, security, and dignity. They share a soft, approachable colour scheme and a calm visual tone.
Work included logo design, brand guidelines, typography choices, and overall visual tone.
The websites were designed with a focus on clarity, ease of use, and emotional reassurance. Key goals included:
• Quick understanding of the service through clear, step-by-step explanations
• A layout that balances informative content with breathing room
• Accessibility and readability for older audiences, including longer copy where testing showed it to be preferable
• An interactive calculator allowing users to estimate their offer before reaching out
The result is a clean and structured web experience that supports both curious browsers and those ready to take action.
The launch of all three brands created a unified yet flexible system across two markets. By grounding the design in clarity and empathy, the project successfully balances business goals with user sensitivity—turning a complex financial product into a human-centred offering.
