Alzheimer’s Society

Insight

• Alzheimer’s is growing rapidly but is unnoticed by many of us – yet a person is diagnosed with dementia every three minutes of every day in the UK
• Dementia is the silent killer people don’t know or see coming but it will affect all of us – directly or indirectly
• Our job was to make dementia impossible to ignore. To catalyze awareness and fundraising. To become talked about. To be relevant. To be urgent

Idea

• United Against Dementia
• We needed to make Alzheimer’s everyone’s problem
• To make Alzheimer’s Society the rallying point for a movement to galvanise opposition
• Together we need to fight and beat this vicious disease. How? By being “United Against Dementia”

Identity

• The forget-me-not is a global symbol of dementia, created in a graffiti style to symbolise grass roots protest and demand for change
• The tile design system takes cues from protest placards. They add variety to communications, aid navigation and highlight key information
• The photographic style portrays those who live with dementia positively and with dignity; showing they are still a big part of society and life in general

Implementation

• Brand architecture
• Brand positioning
• Visual identity & guidelines