Fifty & Co.
What We Did
Live adventurously at any age.
Yes, they went there — and they’re not afraid to do it. Created especially for women experiencing a new stage in life, Fifty & Co. is a community of women (and men!) who share their secrets to living life.
Project Goals
Joyc & Shannon came to the Julia Balfour Team after meeting at SXSW with a goal was to create an online sanctuary for women in their 50s, taking on a new experience in life: menopause. With Joyc as the face of the brand, we set out to create a blog that more felt like a national magazine, that would eventually pair with their own Facebook Group.
Fifty, flirty & thriving
Design
Building off of an existing brand mark, the creative team at Julia Balfour expanded upon the brand to bring about a new logotype that embodied the mature yet lively essence of Fifty & Co.’s audience. A classic serif with a twist, and a rose gold texture brought the brand to life while providing the basis for the rest of the brand. Colorful custom photographs from around the world and personal touches from the founders Fifty & Co. round out the aesthetic.
Let Me Tell Ya
Custom Post Type
With the majority of the website being made up of articles, our development and design team set about creating a special post type to make the articles easy to create, easy to read, and easy to publish. While each article post starts with a title, the team wanted to make sure that no matter where a reader was on the page, they would be able to easily reference the title. With that in mind, we created a navigation system that when scrolling down the page, adjusts to show the title of the article the reader is viewing. An image gallery was a must, as well as specially designed pull quotes that could be activated with the push of a button. One of the more handy functions of the post pages is the automatic profile that populates at the bottom of the page once published — complete with title, photo, AND share this options.
