Dementia doesn’t mean you want to sit at home.
Client: DemenTalent
Industry: Social work, Charity, Volunteering
Assignment: Rebrand & Campaign Concept and Creation
Goal: Launching a national brand that rethinks what it means to have dementia.
Dementia is a terrible disease, but having it doesn’t mean you’re done for. You still want to do things, and you cán do things! DemenTalent connects people with dementia who want to be active, with organisations who want to take on spirited volunteers. After operating on a small, local scale for 10 years, the government granted funds for a national roll-out. This is where Revolte was asked to rebrand DemenTalent ready for take-off.
The assignment
After ten years as a small, local organisation, the brand was ready for a restyling. We started with a strategy session determining the brand core: message, values, mission. A close look at the target audience and the other dementia-related organisations informed us of a tonal approach. The memorable, but slightly awkward, contracted name needed a better wordmark to work. And after the rebrand we needed a slogan set for a national launch.
The wordmark
Using a capital ‘T’ for shared letter by both the ‘dement’ and ‘talent’, made the previous wordmark less than pretty. By having a lowercase wordmark, the brand becomes approachable, we soften the tone, and we solve the distinction between the two words with type weight.
The slogan
‘Aan de slag met dementie.’ translates to ‘Let’s get started with dementia’. It works on three levels. The people with dementia are literally getting started in a new role. The employers and organisations finally have a well organised way to start engaging with these types of volunteers. And society as a whole can get started with more generally accepting people with dementia as an active part of our daily lives.
The tone-of-voice
We decided to speak openly, and plainly about dementia. To not coddle, or tip-toe around the subject. Hell, even a joke and a wink is fine, as long it’s clear that it comes from a loving place. We want to be able to talk about dementia in a national conversation, as this aging population is facing a huge increase in dementia patients.
The manifesto (in Dutch)
In onze maatschappij mag iedereen meedoen. Ook als je dementie hebt. Je wil nog van alles. Je kan nog van alles. En bezig blijven houdt je scherp!
DemenTalent zorgt ervoor dat mensen met geheugenproblemen gewoon blijven meedoen. Op ons platform vinden zij een vrijwilligersbaan die bij hen past. Bij wat ze kunnen, en leuk vinden.
Zo verbinden wij organisaties die de waarde inzien van een vrijwilliger met dementie, aan mensen die heel veel te geven hebben. En als je ons nodig hebt, dan zijn wij er voor je.
The manifesto
Everybody's allowed to participate in our society. Theta doesn't change when you get dementia. You still want to do things. You still have so many skills. And staying active keeps you sharp!
DemenTalent makes sure that people with dementia can continue to participate. On our platform they can find a volunteer job that suits them. That suits their capabilities and interests.
We connect organizations that see the value of a volunteer with dementia to people who still have a lot to give. And if they need us, we are there for them.
Visual identity
The brand graphics allude to the transitionary phase people with dementia fin themselves in. They don’t just wake up one day, unable to do anything. It’s a gradual process, with a lot of intermediate steps. They also show that while some areas of skill might fade, others stay perfectly opaque. As a caterer might slowly lose his organisational skills as his dementia develops, he’ll always charm and chat with all the guests as he rolls the foodcart out.
Photography
Authenticity is a huge part of the brand , and we made sure to only work with actual volunteers with dementia, in real DemenTalent-assisted workplaces. These shoots were so much fun, as you their enthusiasm was contagious, and the photos reflect that.
Client
Jeugdfonds Sport & Cultuur
Our team
Photography: Jeroen Paling
Assistant Photography: Kevin Rijnders
Video Production & Shoot: TOKO the Agency
Questions about this project?
Ask Erik
Erik Ankoné
Founder / brand strategist
Revolte Studio
