Alzheimer’s Society - Brand Development

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Challenge

Alzheimer’s disease, and Dementia generally, are little understood and often confused for more normal signs of ageing. The disease 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.

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Insight

People are shocked when they hear that the NHS spends £26 billion a year on Dementia. Dementia is the silent killer people don’t know or see coming but it will affect all of us directly or indirectly and the threat continues to grow as the population ages. Our job was to make Dementia impossible to ignore.

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Idea

Make Alzheimer’s everyone’s problem. Make Alzheimer’s Society the rallying point for a movement to galvanise opposition. Together we must fight and beat this vicious disease by being “United Against Dementia”.

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Implementation

Borrowing from the visual language of protest, we created a new “forget-me-not” flower in the style of graffiti and chose the line “United Against Dementia” and pop art inspired colour-ways from demonstrators and their placards. The new brand has been implemented across every touchpoint.

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The Results

The new brand was launched on 26th January to very positive reviews and acclaim. Articles ran in Marketing Week and Design Week.