ABOUT

Our society has never felt more fragmented. A decline in the traditional multi-generational household has widened the gap between generations, leading to unforeseen societal consequences.

But Gen-All are bringing generations back together—creating purposeful connections to lessen the divide. For the greater good of all.

By bonding the fragments of society, the visual identity raises awareness of the problem, while highlighting the solution—positioning Gen-All and intergenerational work as the glue that reconnects age groups to form a more meaningful whole. One connection at a time.

The UK faces a growing generational divide. Older adults are increasingly more isolated while the young struggle with social development.

Gen-All offers a unique solution: uniting young and old through intergenerational practices, to learn from and inspire each other. We created a new identity that amplifies their mission and builds support for this vital movement. The design idea centres on unique ceramic pieces, symbolising the bonding of different generations through the ancient art of kintsugi—showing how intergenerational connections heal and enrich our fragmented society.

The ambition for the rebrand was to broaden connections with Gen-All’s target audience: the growing intergen network within the UK. By supporting practitioners, academics, social policy makers, and educators in England, their aim was to become the go-to place for Intergenerational networking. Alongside this, they are raising awareness among the wider public of the power of cross-generational connections.

Since the rebrand, Gen-All has received enquiries from almost 100 individuals from Intergenerational practices across England. While the brand’s main focus is to advocate for the Intergen community nationally, it’s also developing strong connections with sister organisations on the international stage. Gen-All has recently captured the attention of Bright Horizons Nursery, an 8000-strong network of nursery practitioners based in the US, with connections in Australia, Canada and India. This is an opportunity for Gen-All to take their movement to global audiences.