The Madilyn Brooke Foundation was established in 2020 by people with passion to reach out to children who are diagnosed with Juvenile Dermatomyositis (JDM). Its mission is to empower children, increase awareness, and connect families to strengthen emotional support.
JDM is a rare disease that affects children ages 2 to 15 years. Its symptoms include inflammation and swelling of the muscles and blood vessels under the skin.
Concept
TMBF was named after the founder's daughter who was diagnosed with JDM. For this reason, they wanted to incorporate an elephant for the logo as it is her daughter's favorite animal. Taking advantage of this opportunity, we made the elephant a symbol that expresses the strength and courage of the children that are affected with the disease.
We created a logo that mimics an elephant's posture called Ear Spreading, an aggressive stance where an elephant faces its opponent head-on with the head well above the shoulders and the ears fully spread. The opponent in this case is JDM.
The monochromatic photography paired with colorful graphics are also reflected in both its symbol and its visual language that reinforce the idea of strength and hope.
