Creating a desirable brand in healthcare technology.
Duchenne have one clear aim. To end Duchenne. As the UK's leading Duchenne muscular dystrophy (DMD) charity. Duchenne UK connecting scientists, industry, the NHS and families to accelerate research and bring the best care and treatments to everyone affected by DMD.
Duchenne UK are in the process of creating a piece of wearable technology to provide assistance to people with Duchenne muscular dystrophy to continue using their arms when they have lost muscle strength in their upper body, their audience want a desirable state-of the art brand we all love.
Following in-depth strategic work with 21st Century Brand, it was clear that the audience didn't want to feel left behind by technology. Elevex needed to be a brand that people would desire and be deemed as' forward thinking.'
Inspired by the pictograms of the Toyko Winter olympics and iconic brands I wanted to leverage their connection to Duchenne UK's brand as well as provide a distinctive brand to stand alone.
I was mindful that the logo/ icon may need to work as an impression or embroidery on the piece of wearable tech so there was a need for simplicity.
To expand the identity patterns were created to keep the brand fresh and vibrant with a view to using animation in future assets.
