Living Best: Branding & Web for Asia's Leading Age Tech Venture
Dima P.
At a Glance
"I need this to feel like a BMW," Dominic Carter told us during our first discovery call. "When global investors land on our site, they need to see something that belongs in their world." As the founder of the Carter Group and a 25-year veteran of Japanese market research, Dominic knew exactly what Living Best needed - not just another website, but a premium vehicle for global expansion. Within just 31 days, we transformed Living Best's digital presence from a local player to an international powerhouse, creating the perfect balance between Japanese innovation and global sophistication.
The Story Behind the Challenge
The Carter Group isn't your typical market research firm. For over two decades, they've been the secret weapon behind successful market entries for brands like Coca-Cola and Amazon in Japan. But Living Best represented something bigger - a vision to revolutionize how we think about aging, backed by the world's largest living laboratory for age tech innovation: Japan.
The stakes were personal:
Japan's population is rapidly aging, with the largest cohort being around 50 years old
Traditional approaches to aging tech often miss the mark by ignoring actual user needs
Global investors need convincing that Japan's aging "crisis" is actually an opportunity
The website needed to speak to sophisticated international audiences while maintaining Japanese credibility
But here's where it got interesting. Living Best wasn't just another age tech accelerator - they had developed something unique: a human-centric venture framework powered by a real community of users. The challenge? Their digital presence didn't match their sophistication.
Critical Pressure Points:
Needed to attract international VC funds and angel investors
Had to position themselves as global thought leaders
Required clear differentiation from government-backed or academic initiatives
Needed to balance multiple stakeholder journeys (investors, startups, corporate partners)
The Strategic Deep Dive
During our deep dive interview with Dominic, something became crystal clear - Living Best wasn't just building another venture studio; they were creating the future of aging itself. Their evidence-driven approach, backed by real user testing and market validation, was unique in a space often dominated by assumptions and stereotypes.
Key Strategic Insights:
The term "age tech" itself was limiting - Living Best was creating a new category entirely
Their human-centric approach needed to be central while maintaining premium positioning
The brand needed to convey both Japanese expertise and global scalability
Every design choice needed to reflect their premium, BMW-level aspirations
The 31-Day Transformation
We moved fast, but with precision:
Week 1: Strategic Foundation
Conducted 2-hour deep dive with Dominic
Analyzed competitor positioning
Developed core narrative framework
Aligned on "human-centric ventures" positioning
Weeks 2-3: Creative Development
Crafted refined visual identity
Built premium website structure
Developed thought leadership content
Created conversion pathways
Week 4: Implementation & Launch
Finalized responsive design
Implemented stakeholder journeys
Conducted quality assurance
Prepared for domain transition
The Results
The transformation was remarkable. From a website that blended into the age tech landscape, Living Best emerged with a digital presence that:
Strategic Wins:
Positions them as the definitive bridge between Japanese innovation and global markets
Clearly communicates their evidence-driven, human-centric approach
Creates a powerful platform for thought leadership
Maintains that perfect BMW-level premium feel while staying human and approachable
In Dominic's words: "You really responded well to my feedback, which is actually a little bit rare when dealing with creative issues... there was literally no friction at all in the process."
The BMW Test
Remember that initial request for a BMW-level website? Here's how we delivered:
Premium Elements:
Sophisticated, international-standard design language
Clear pathways for different stakeholder journeys
Powerful thought leadership platform
Perfect balance of innovation and human warmth
What's Next?
Living Best is perfectly positioned to:
Attract international investment
Scale their venture portfolio
Establish global thought leadership
Lead the future of aging innovation
The Living Best story shows what's possible when:
Vision meets precise execution
Japanese innovation meets global ambition
Premium positioning meets human warmth
Entrepreneurial thinking drives every decision
Ready to get yourself and your company seen, heard and understood by the right people?
Book a Growth Call if:
You need to scale internationally while maintaining premium positioning
Your current brand doesn't match your ambitions
You want a partner who understands both entrepreneurship and storytelling
You're ready to become a category leader
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Posted Feb 17, 2025
Living Best, backed by the Carter Group (trusted by Coca-Cola, Amazon, and Fortune 500s), needed a brand and positioning that fit it's vision and global ID.
