Recruitment is the main obstacle when it comes to medical research in dementia, with 3 in 5 studies having to terminate because of this very issue. A research division, 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 division. 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 naming brand positioning, brand platform, logo and visual identity development, website design, brand assets creation.
StepUp was the name of the new brand, a call to action to both researchers and specifically volunteers to contribute to this important research.