Contemporary identity for a non-profit organisation
This identity proposal for Alzheimer Liga Vlaanderen (Alzheimer League Flanders) aims at giving the organization a more focused and contemporary image.
Their key visual was that of (missing) puzzle pieces. Although somewhat corny, the idea fits Alzheimer's disease. But a missing piece doesn't only leave a gap, it also influences all the other pieces.
A typographic interpretation from this idea is what lies at the base of the logo. The word Alzheimer is still legible, but you feel something is missing. The dynamic placement of the letters creates the feeling of tension; the struggle of the patient to keep everything in place.
The word 'Liga' (League) was stripped from the name, because it —apart from being unnecessary clutter— made the organization feel archaic.
As reference to patients keeping together their lives with post-its and notebooks, a set of brochures was created in pocket notebook-size.
Typographic posters are combined with portraits of patients. The portraits are all looking to the left, as a subtle reference for having their eyes on the past.
The digital channels should feel trustworthy and professional for a broader audience than just patients and caregivers.