PrincipalsBlind Low Vision NZ
Submission # 156
Identity – Tuakiri
Identity – People & Culture
Impact – Social Good
Auckland, Tāmaki Makaurau
The Blind Foundation had a perception issue. It was estimated the century old organisation was only helping around 40% of people it could. Research confirmed many believe it is only for the totally blind. Yet it provides a wide range of services for ‘members’ ranging from those early low vision (i.e. when new glasses don’t help enough) through to complete sight loss. Enabling them to live their lives with self-reliance and confidence. The existing brand identity also didn’t meet accessibility standards.
After strategy (purpose, key initiatives and values etc) development we undertook nationwide stakeholder consultation to help the organisation define a new name (see below). Work then began on the evolution of the visual brand.
Based on the perception issue insight, and briefing of the Foundation’s new strategic plan, we worked with the GM of brand and marketing, the senior leadership team, stakeholders and clients to define its unique kaupapa. Key aspects of this included:
—Making the big difference for (all) people with sight loss
—Helping people live their best life
—Leading social change around accessibility and attitudes to people with sight loss
Brand/Organisational/Internal Staff Values
During this process it became evident a new name was required to help tackle the perception issue. After extensive staff, stakeholder and member consultation Blind Low Vision NZ was confirmed as this quite literally states who the organisation is here to help. Work then began on a new brand identity that would bring the values to life, support the organisation in delivering its newly defined key initiatives—and ultimately, help achieve its purpose of ‘Making the big difference (all) people with sight loss’.
The new identity was developed following WCAG AAA and best practice accessibility guides. This threw up some challenges—16pt minimum fonts—but ensured maximum user functionality for people with sight loss. The orange three-dot system while inspired by braille and other tactile vision aids, also provided continuity with the former logo while providing the fresh look required to signal change.
Photographer Stephen Tilley was commissioned to capture a series of expressive portraits in studio and situ. Combined with the overall brand system these communicate an uplifting and optimistic feeling. They document a cross-section of clients, from those with moderate vision impairment through to complete sight loss. We were immensely grateful to these amazing people for opening their homes and hearts to us.
Blind Low Vision NZ is leading the way in vision rehabilitation services, advocating for accessibility and contributing to New Zealand’s eye health awareness. Now it has a name and powerful new visual identity to help it achieve this even more effectively.
"From a designers perspective, the simple challenge of designing with a minimum of 16pt text has bene handled extremely well. Showcases the sensitivity and empathy that is required for consumers who are outside the standard scope. These consumers deserve brand experiences just as nuanced as mainstream ones."
"Well-executed brand photography."
Credits & Collaborators: Creative Director - Jodine Bell Design Strategist - Nick Sampson Designer - Jay Yang Account manager - Britta Sisam-Jones Photographer - Stephen Tilley
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