For London based design and branding agency L&Co’s client AXA PPP we’ve photographed a campaign to create a brand identity for AXA PPP Taking Care. The new setup sells a range of products and services including alarm pendants aimed at older people to enable them to remain living independently. Creative director Paul Barlow and art director Liam Dargan wanted to celebrate age by putting black and white portraits at the heart of the new identity, so brought in Karsten Thormaehlen – known for his portraits of centenarians – to photograph our over 75 year old subjects. The new logo uses hands as a motif to suggest how PPP Taking Care helps those who need a little extra support. The secondary read of a fingerprint implies the easy touch-of-a-button nature of the services.