SITUATION (Fictitious brief)
After operations were impacted by the COVID-19 pandemic, Montessori for Dementia Care Singapore (MFDCSG) would like to plan an official launch of their activity centre. MFDCSG has been in operation since 2013, and is one of several organisations in Singapore offering activities for the elderly to keep them mentally and physically active.
After operations were impacted by the COVID-19 pandemic, Montessori for Dementia Care Singapore (MFDCSG) would like to plan an official launch of their activity centre. MFDCSG has been in operation since 2013, and is one of several organisations in Singapore offering activities for the elderly to keep them mentally and physically active.
Another area of focus is conducting training activities for caregivers. Their objective is to equip those who are caring for people with dementia with the skills to engage and communicate with their loved ones, techniques to deal with challenging behaviour and use the Montessori approach to plan, implement and evaluate activities for their loved ones or clients.
TASK
I am to conceptualise and propose a refreshed brand identity for MFDCSG and its activity centre that has a consistent identity that runs through all their client touchpoints, such as
their online presence, training materials and employee uniforms. The identity must convey trust and safety in their organisation and services, and a strong sense of familiarity that
runs through the whole client experience is key to helping them serve people with dementia better. As purple is the symbolic colour internationally associated with dementia, it must anchor the overall identity of MFDCSG.
their online presence, training materials and employee uniforms. The identity must convey trust and safety in their organisation and services, and a strong sense of familiarity that
runs through the whole client experience is key to helping them serve people with dementia better. As purple is the symbolic colour internationally associated with dementia, it must anchor the overall identity of MFDCSG.
ACTION
The goal is to capture the essence of the brand’s personality, tone of voice and to be able to connect to the brand’s target audience. Firstly, an interview was initiated with the founders to understand more of their thoughts, perspectives and information of the brand.
Through the interview, I have found out that the founders' purpose is to help their customers create a lifestyle that they can control with the use of their technology to manage time and resources efficiently. And also they would want their brand to be inclusive in a way that it is friendly and approachable.
DELIVERABLES
- Brand logo with secondary graphics;
- brand guide with stylescape;
- resource pack for caretakers (box container information leaflets, activity cards, emergency address card for person with dementia, healthy receipe cards);
- website;
- apparel for employees such as polo tees, caps, lanyards, etc. and one other items (negotiable depending on the scale of the item(s)—Instagram profile, mobile app, brochure, direct mailer, catalogue etc.)
Logo Design - Master Logo
Rationale
As ‘Montessori’ is the core representation of the care centre and training programs, it is
displayed as the typeface logo of the brand. A wavy yellow-orange line is drawn across
‘Montessori’ signifying the line of support from Montessori for Dementia Care Singapore (MFDCSG) in the care recipients’ journeys. The first letter ‘O’ in the same yellow as the line is used to represent care recipients being supported on the line.
displayed as the typeface logo of the brand. A wavy yellow-orange line is drawn across
‘Montessori’ signifying the line of support from Montessori for Dementia Care Singapore (MFDCSG) in the care recipients’ journeys. The first letter ‘O’ in the same yellow as the line is used to represent care recipients being supported on the line.
Yellow is used to show to positivity and optimism — create new experiences and bond,
being struck down with dementia is not the end. Through it all, Montessori for Dementia
Care will be there to support care recipients in their journey and achieve the best quality of life.
The arrangement of the line flows freely in a wavy but rounded manner. Filled rounded shapes can be used along with the lines and with images as shown below. The lines can also be used as an illustration as the main visual. The lines can also be used with the master logo to the visual. The idea is to be able to use the visuals flexibly with the logo to show the journey part of the concept.
Alternate orientations
In certain applications, the master logo may not be suitable due to its size constraint or orientation. The alternate orientations can be applied to different formats.
The round lock-up will be used for round configurations, such as the Instagram profile display picture.
The round lock-up will be used for round configurations, such as the Instagram profile display picture.
The yellow-orange colour is used as the main colour for the logo and branding instead of purple. The concept is meant to show optimism, positivity, warmth and vibrancy, thus purple was not chosen as the main colour and in the branding overall.
Resource Kit
Pamphlet
Activity Cards
Instagram Posts & Story
Staff Apparel
