Dementia Australia’s Brand Evolution
When Dementia Australia wanted a brand with greater flexibility, they turned to our team.
Initial consultations revealed that the existing brand guidelines presented limitations. Stakeholders reported difficulties creating engaging, accessible content. While the emergence of sub-brands was diluting brand awareness.
Building on 10+ years of creative partnership with Dementia Australia, our team:
Audited the brand to resolve brand architecture challenges.
Refreshed key design elements – including the signature 'curve'.
Created a custom illustration style to aid brand flexibility.
Refined their brand guidelines to align with evolving digital and campaign requirements.
The result is an accessible identity that honours the lived experience of people with dementia. A brand that will help Dementia Australia achieve its strategic objectives.
As we prepare to roll out a major update to our website, I'm so glad we engaged Tone to expand our brand identity. Our new illustration style was developed uniquely for Dementia Australia ... accessible, inclusive and personable illustrations that elevate our visual identity. We are inclusive, we are knowledgeable, we are uplifting and we are tenacious. And now our brand reflects that.
From corporate reports to fundraising appeals, creativity was unlocked across the organisation. Stakeholders said our work “opened up the brand”, ensuring engaging and dynamic collateral.