Purple Clover

In 2013, AARP was at a crossroads. 78 million baby boomers were eligible for membership. Only they didn't want to join a "senior" organization. 

AARP came to BermanBraun to re-think the value of an AARP membership. 

Together, we conceptualized a three-prong approach: help boomers rediscover passion in their lives (Life Reimagined), provide opportunities for making a difference (Create The Good), and give boomers a savvy, relevant editorial experience (Turn, renamed Purple Clover).

I led the team that brought Purple Clover to life. 

• Responsive Website  • Experience Strategy  • Promotional Video