Fluid Ideas Midlands Creative and Digital Marketing Agency

Inspired Villages

Shaping the future of retirement living with an Inspired brand strategy for Legal & General.

A spirit of independence

Inspired Villages is the disruptive challenger brand that fronts Legal & General’s mission to redefine retirement living.

Born from a belief that retirement should be life’s great reward, the Inspired brand is built on a spirit of independence, aspiration, choice and inspiration. With constant reminders that later life should be a time to unleash as well as unwind.

Project summary


Legal & General


Inspired Villages


Website Design
Website Development
Video & Animation
Digital Marketing
Social Media

A trusted team

Working at the heart of a trusted team of industry experts, we shaped a brand and creative strategy designed to challenge perceptions of retirement. How? Through a disarming brand message that would live, breathe and grow with their customers. Just imagine.

A true one-off

A calligrapher was commissioned to help us create a true one-off logo marque. With a handwritten brushscript that would reflect a unique spirit of freedom and personality, whilst allowing flexible applications across all levels of the brand architecture that we created.

A lasting legacy

Working as a seamless extension of the Inspired team, each new village and brand leaves a lasting legacy. With local groups and residents united to steer each village identity and shape all naming conventions.

A glimpse of inspiration

Photography and video play a key role in capturing tantalising glimpses of an Inspired lifestyle, with carefully planned and directed shoots building a striking asset bank of imagery and video.

An Inspired web presence

An industry-leading website has been designed and developed to cater to complex audience motivations through painstakingly planned user journeys. All supported by an integrated digital and social strategy that has become the heartbeat of Inspired’s marketing activity.
"Fluid has been a proven partner for more than ten years. They’re not just the creators of the Inspired brand and strategy, they’re guardians too, and continue to give invaluable guidance that protects our creative identity and unique market positioning. I very much consider Phil and the Fluid team to be trusted business partners."
James Cobb, Sales & Marketing Director
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