Alzheimer's Education, Resources & Services (AERS) is on a mission to provide the tools and resources to those who help someone with Alzheimers.
An excellent nonprofit needs more than service to a good cause; it needs to be visually appealing to attract contributors and patrons. I was approached by the fabulous Debra Robinson, Community Relations Coordinator of AERS, to create a new logo design and identity system to differentiate themselves from nonprofits in a similar sector.
Summary
AERS is, first and foremost, about caring for the Alzheimer's community. To understand the needs of this community, I created user profiles to represent the range of unique users. This helped paint a clear picture of their demographics, psychographics, and pain points.
We segmented Users into different categories depending on their interaction with AERS:
Understanding the Alzheimers community helped define the positioning statement for the organization: Caring for the Caregiver.
The first step in the design process was to create a logo. I focused on care; where does care come from? After careful thought, I decided to focus on hands for the logo mark. We express so much care through our hands; whether holding a loved one or a gentle caress, hands are where care comes from.
The finalized logo gave us a foundation to create a logo. An identity system is a combination of patterns, colors & typography that unifies the entire brand.
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