Karl.Worksツ
Design and Direction
Design and Direction
Amnesty — Rights in older age
Agency: Distillery
Scope: Art Direction, Identity, Motion
The Challenge
Older people are often framed through narratives of decline or vulnerability, even as their fundamental human rights are routinely violated. Elder abuse remains a widespread but under-acknowledged global issue, obscured by stereotypes that diminish older individuals’ agency. The challenge was to reframe ageing — not as quiet withdrawal, but as active resistance — and to make older voices impossible to ignore on the global human rights stage.
The Response
In partnership with Amnesty International, we helped launch Age Loud — a global campaign advocating for a UN convention to protect the rights of older people. We created a bold, adaptable brand identity and multilingual logo system designed to travel across borders and cultures, supported by a showreel that foregrounds lived experience rather than pity. The work positions older people as visible, vocal human rights defenders, already active across movements from climate justice to LGBTQ+ rights, and unites them under a single, unmistakable call to action.