Here is my Iom. Inclusive project rebranding

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Yom-Yom is an inclusive center for children with mental and physical disabilities from Saint Petersburg. In 2022 Yom-Yom received a grant for NPOs from Tinkoff Bank. The fund was decided to use for project rebranding. Yom-Yom faced difficult tasks: to create an image that responds to the parents of special and ordinary children, to translate the concept of inclusion and effectively speak to a wide audience.

Brand idea

The purpose of inclusion is to help people with health and developmental disabilities to successfully integrate in society and lead a full life. Yom-Yom is well-known among parents with special children, and has warm relations with progressive families who share the ideas of inclusion.

Yom-Yom is a large team of specialists who pay attention to each child. Children here are provided with a soft adaptation, help to develop emotional intelligence, give the experience of communication, play and friendship. Moms, dads and even grandparents also receive support in resource groups on the basis of the center. Yom-Yom as a brand is about caring and attention to everyone.

Brand mission

Yom-Yom set the goal to attract public attention to the ideas of inclusion. The brand promotes change and offers another option for the children's education. Such brands, called "missionaries", have a clear goal and mission to speak about, they use a strong emotional pitch to evoke a response in the people’s hearts. Yom-Yom as a challenger brand confuses the reader in the first line. But then explains everything.

We don’t want special inclusive centers to exist. There is no need for a special center if the whole environment is inclusive. There is no need for a special center if developmental differences will no longer be perceived as an obstacle to communication and friendship with others. We strive to ensure that the inclusion in the active life of children with special needs becomes the daily norm. And we help them learn how to get a new joint experience, regardless of their differences. Every day.

Metaphor

What happens if you unscrew a few bulbs from a garland? Children with special needs are like light bulbs that no one sees and does not light. But they exist. They are part of our common life. Yom-Yom makes these children more visible — for society, for all of us.

Logo and Identity

A boy in a wheelchair and a girl accompanying him, plus "inclusive center" in the descriptor made the Yom-Yom logo look like a project for people with only physical disabilities.

The new solution reflects the concept of inclusion. Children are different, sometimes complete opposites of each other. But they are all expected at Yom-Yom. They will be surrounded with attention and warmed with care there. We reinforce this idea in the descriptor: Yom-Yom is not just an "inclusive center", but a "center of attention to children". The laconic sign can be used as an independent element and also continues the idea of the logo.

The identity is based on a garland graphic interpretation. We conveyed this image through blurred colored lights — this is how the garland is seen by someone who squints with laughter and joy. We filled Yom-Yom style with light, warmth, delight and a sense of wonder, the power of which can be experienced only in childhood. Using circles of varying degrees of blurriness in all corporate colors, we achieve a feeling of glow and depth of space on each layout.

The visual elements make it diverse and flexible: logo and sign, circles-lights, pictograms and photo images inscribed in circles. At the same time, it remains simple to support on its own, without a designer.

Brand architecture

Yom-Yom builds a dialogue with a lot of different audiences. These are not only parents, but also educators, teachers, tutors, educational organizations, sponsors and donors, employees of other NPOs interested in working with special children. We suggested that the project use a single-brand architecture to put communications in order at the semantic and visual levels.

The main brand is for parents and children. Areas for training specialists and educational activities are divided into sub-brands. The identity of the sub-brands traces the leitmotif of the main brand, while it becomes more restrained.

Yom-Yom is a sincere and open brand that offers support, careful attitude, safety and care. As a result of the project, the team clearly understands what brand they are building, what topics to talk about with different target groups, and how to talk about inclusion using a vivid metaphor.