HOPE Programme
CASE STUDY
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Using design to communicate the truth that diabetes is not a death sentence.
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The Challenge:Develop a completely new visual identity for Diabetes NZ – Auckland Branch’s HOPE programmes that captures the true benefit of the programme: literally giving hope to people affected by Type 2 diabetes.
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Outcome:A new logo, entire visual identity system, marketing materials and presentation tools that inspire joy and hope in people affected by Type 2 diabetes.
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Scope:Strategy
Messaging Brand Identity Design Photography Brand Assets |
The Brief: |
Diabetes NZ – Auckland wanted to refresh the identity of their HOPE programme to demonstrate the power of what the programme actually does: Restore lost hope, break the diabetes cycle and spread empowerment and awareness of Type 2 diabetes in the most at-risk communities.
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Strategy: |
Before jumping in to design, we first worked on a new brand strategy for the HOPE Programme. Strategy gives us the blueprint to build an identity from. Understanding what we we do and how we do it only make sense when we can explain why we’re doing it in the first place.
I used the Golden Circle methodology as a framework for HOPE's new strategy. 
As the project had a limited and fixed grant budget (what charity doesn’t!), I didn’t run any of my usual workshops. Instead, I sat down with the key decision maker and we talked—for over an hour—about the programme and all that it meant. I also analysed a recorded conversation with their HOPE champions. With these things, combined with some good old intuition, I built a compelling brand strategy for them.
At it's core, HOPE is a programme that combines Intelligence and Joy. Diabetes NZ - Auckland Branch are experts, they understand the issues, and communicate them effectively (Intelligence). People who participate in HOPE love it. They find community, have a lot of fun, and are filled with passion to take control of their situation (Joy) "I am overwhelmed! I love it. What you’ve written really speaks to me and the words you’ve used are very powerful. Great work."
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An early stylescape for HOPE. You can see how the ideas developed after this presentation.
Design: |
With the word mark, I struck gold when I understood who HOPE was: A connected community of encouragers. HOPE participants aren’t passive, they’re active givers. They learn from and encourage one another during and after the course. This connectivity and humanity is represented in the human figures making up the letters in the word mark, contained in a playful speech bubble. The rest of the visual language all flowed from that.
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