Champions of the learning disability cause, Mencap needed a creative partner who could translate their new long-term strategy into a modern, inclusive and relevant identity system.

Challenge

Ably are pioneers in realtime engineering, a notoriously complex industry with a core audience of brand sceptics. In order to further enhance their credibility with engineers and prepare for a period of business growth, they needed to simplify and clarify their unique brand proposition.

We invited the learning disability community to co-create the brand identity. In a series of workshops across the UK, we asked what Mencap meant to each person and asked them to draw their response. The symbols and patterns form the core assets in the evolved identity system, alongside a refreshed colour palette, marketing layouts, logo and brand icon.

The photography style has also evolved to better reflect the learning disability community, beautifully brought to life by Marc Sethi.

Solution

By working closely with the leadership, marketing and product teams we created the waffle-free articulation ‘dependable, simplified realtime that scales’. This acted as the foundation for all messaging and creative output, with scalability interpreted into simple, flexible graphic motifs at the center of the identity system called ‘Linear Design’.

Mencap

CASEY PURKISS

Dan has been an absolutely brilliant and invaluable design partner in our brand repositioning. He's worked closely with senior leadership as well as the marketing and creative team to refresh and align our brand to our organisational objectives. Not only a highly valued consultant who I can call on for strategic advice and specific projects, but he has been part of the team. Our brand has been transformed, we're all really pleased and look forward to working again with Dan 

Mencap Made for and by the learning disability community

Challenge

Solution