One of the main challenges was portraying ageing as an active, social, and engaged process, while maintaining a respectful and credible institutional tone. The imagery needed to communicate trust and legitimacy to external stakeholders, without losing the warmth and intimacy that define the organisation’s daily activities.
The photographic and video approach prioritised observation of real interactions: workshops, cultural events, informal conversations, and moments of exchange between participants. The work relied on natural light, minimal interference, and a discreet presence, allowing gestures, expressions, and relationships to emerge organically.
The resulting content was used across communication channels to convey the organisation’s social role as a living community hub, highlighting its capacity to foster inclusion, continuity, and dignity in later life.
