Aphasia Support
Brand Strategy / Brand Identity / Graphic Design
Aphasia Support (then Speak With IT) support people affected by aphasia through technology, one-on-one support, and community support so that nobody experiences aphasia alone. Their old name and positioning caused confusion among stakeholders and the wider audience and a new face was needed to drive the charity forwards.
Strategy
Through workshops with stakeholders it became clear that aphasia can have a devastating impact on a person’s life and those around them, and where you live affects the level of support available. Aphasia Support are out to change that by creating a world where every person with aphasia has access to support, and helping everyone communicate with confidence.
A New Name
With a new strategy came a realisation, the old name of Speak With IT focussed on the what rather than the why. And led to people wrongly assuming they were an IT company rather than a charity that makes a huge difference to many lives across Yorkshire. The result was a simple and effective name, Aphasia Support, which provides greater clarity and abstracts the cause from the mechanism. Their support is still rooted in technology, but puts the people and the ambition at the heart of what they do every day.
The new identity is two things: optimistic and simple. Both essential values at the heart of Aphasia Support. Clear type paired with a simple curve that is both a smile and a connecting line. When put together the new face of the charity speaks to the community at the heart of everything they do, and a positive outlook on life with aphasia. And a highly legible mark to make it easy to read for those with and without aphasia.
“Background have been fantastic and an absolute pleasure to work with. From the brand workshop through the review of our mission statement, aims and values and onto the designs of our new logo, leaflet and folder. They came up with multiple ideas for our new logo, each one distinctive and interesting. Nick always made himself available to discuss the project and it was completed on time and on budget. Would I use Background again? Yes definitely.”
James Major
CEO, Aphasia Support
Developing the brand further we created a visual identity system that feels just at home in print as it does in the digital space. From business cards and leaflets, to social media assets and digital guidelines everything was designed for growth and flexibility from the start.