Creating a game-changing brand to power dementia research

Case study below intro image one
Case study below intro image two


Dementia is an ever-increasing problem, with it now being the second leading cause of death in Australia. Recruitment is the main obstacle when it comes to medical research in this area, with 3 in 5 studies having to terminate because of this very issue. A research team, funded by the University of Sydney, was created to combat the challenges around recruiting people for dementia studies and research.

Our challenge was to create a new brand for this new project. A brand that would inspire and ignite action. The following questions were asked:

  • How can we position the brand and tell a story of value to researchers, carers, people with dementia and the general public that will capture their attention and make them want to participate?
  • What logo and visual identity will differentiate the brand in the most evoking way?
  • What name will stand out and capture people’s attention?
  • How do we motivate those with and without dementia to proactively participate in ongoing research studies?


Our response to StepUp’s challenge involved a tailored approach that included specialised research, strategy and design:

  • Brand positioning
  • Brand development workshop
  • Brand story
  • Logo & visual identity
  • Brand guidelines
  • Website design
  • Infographic design
  • Microsoft Office template
  • Business cards and other assets


  • Created a positioning that resonated with both researchers and patients and their mission
  • Created a name that motivated action
  • Created a logo and visual identity that evoked participation and differentiation
  • Designed a look and feel across their website and marketing collateral that was both warm and engaging

Created a set of guidelines that would help future-proof the brand and ensure its consistent application across all touchpoints.