ripe to pick

Another bumper crop year

And brand new fields to hoe with Finn Partners.
Our focus on creating and marketing fresh brands with clients remains at the core of what Greenfield Belser does. Inside this year’s annual review, you’ll find our picks for brand makeovers, extensions and campaigns that drive growth.

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Brand Thinking
Bleeding edge thinking on branding and marketing


Green Ribbon Winner: AARP

By Greenfield/Belser
June 21, 2016
Green Ribbon Winner: AARP

Our circuit through 50 of the largest associations in America was thrilling at times, but the sheer volume of information on sites left the visitor (well, us) frequently overwhelmed. Only rarely did an association stand and declare its mission in a powerful and compelling way. That's why we feel the associations that stood out deserve credit for their outstanding features. To that end, we've awarded green ribbons to eight association websites. 

The first green ribbon award winner is AARP for their website's overall concept, messaging and design. The site's organization and navigation are a revelation in terms of usefulness and effective communication. So much information is presented, yet not once did we feel overwhelmed. The homepage alone completely changed our opinion of AARP as an organization for “old people.” We also found it a smart marketing site—about as good as it gets, in fact. The benefits of membership are crystal clear. Layers of benefits are revealed on every page. Joining and renewing is easy. Check out AARP Research, too. There’s a lot here. This site deserves a Green Ribbon for, well…everything.