Established in 1981, Age Concern Central Lancashire provides a wide range of quality services for not just the elderly but people of a wide range of ages in the region. To dispell the often miss-interpreted assumption that Age Concern only deals with "old" people, the charity decided to embark on a radical re-branding exercise which included their high street retail outlets, offices and vehicles. The renowned Lancaster based graphic design company Fat Media was given the brief to update the image of Age Concern and come up with something in keeping with the "age is just a number" attitude of many of today's older citizens. Lustalux then applied the fresh new branding to a broad range of signs, graphics, decals and posters.