TOWARDS A DEMENTIA INCLUSIVE SOCIETY

Dementia Singapore

After 30 years championing the cause, Alzheimer’s Disease Association (ADA) transitioned to become Dementia Singapore in September 2021- expanding its services in dementia care and broadening its scope of work to meet the growing demands of an aging population.

  • ISSUE
  • VISIONING & STRATEGY
  • BRAND ARCHITECTURE & NAMING
  • DESIGN & ACTIVATION
  • SCOPE
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • HEALTH+WELLNESS
  • NON-PROFITS

CHALLENGE

Formed in 1990 as the ‘Alzheimer’s Disease Association’, the organisation resolved to better serve Singapore’s growing dementia community; to increase awareness about dementia, and reduce the stigma surrounding the condition. However a corporate restructure and a clearer definition of its remit as well as the expansion of services, required a re-brand to signal new impetus and enlarged responsibility.

SOLUTION

Through a series of stakeholder interview, immersive visits to care centres and other support services by ADA, Activiste identified the Brand Opportunity for a new name, positioning and brand architecture - so that services, programmes and centres are more clearly defined and understood.

The brand strategy resulted in a lively and provocative identity system which reflects the different aspects of dementia advocacy, care and support - positioning it as a national leader in dementia, sparking conversations and initiatives to make a difference to the lives of people living with dementia and the larger community.

 

The brain icon points to how dementia is ultimately a condition of the brain, which impairs one’s ability to remember, think, or make decisions that interfere with doing everyday activities, whilst the other icons signal how the different aspects of research care and innovation feature synergistically for the advancement of better outcomes.