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Salvo provides Mission Lucidity with branding strategy.

The United Nations predict that the number of people aged 80 or older will triple by 2050. Amid an ageing population, the amount of people affected by dementia is expected to rise to 152 million. It stands to reason that developing a successful therapy for dementia will be one of the crucial medical challenges of the 21st century. Shockingly, the pharmaceutical industry is withdrawing its funding from neurodegenerative research as prior investments have failed to yield a profitable outcome.

Through a joint research venture, Imec, UZ Leuven, KU Leuven and VIB hope to revolutionalise dementia research by combining their biomedical, clinical and technological knowledge. By employing a uniquely transdisciplinary approach, the founding organisations want to resuscitate neurodegenerative research. Imec provides the project with its world-class expertise in nanoelectronics and digital technologies. VIB, a life sciences research institute, performs basic research into the molecular foundations of life and has been responsible for previous breakthroughs in cancer treatment and neurobiology. The project's clinical studies will be done at UZ Leuven, an academic hospital, and KU Leuven, one of Europe's most innovative universities that has been responsible for the research behind successful treatments for HIV, heart attacks, and strokes.

The founders want to upscale the project's potential by attracting external funding from partners such as The Google Foundation and The Bill & Melinda Gates Foundation. To succeed the project's board of directors organised a public competition to develop a strong brand identity. The founders recognised Salvo's strategical knowledge, methodological approach and track record in brand design and honoured Salvo with the opportunity to create their brand identity.
Our approach centred on a carefully-thought-out strategy and hands-on workshops. With an eight week deadline to design the entire project, we guided the founders through a naming trajectory, conceived the brand's visual identity, and built an animated, responsive website. Thanks to our expertise and the presence of the group of pioneers - including the project's president Urbain Vandeurzen and Imec's CEO Luc Van den hove - Mission Lucidity was born.

As the collaboration hopes to inspire other researchers worldwide by offering a new perspective on dementia research, we chose a name that sounds both hopeful and determined. We believe Mission Lucidity - an ambitious vision of a dementia-free future - strikes the right balance.
Embedded in the logo's design is the name's layered meaning. For Lucidity we used a strong, bold font with a monospace typeface, which stands for the project's innovative and compelling character. The O of Mission is enlarged and widened, inspired by a horizon - a symbol of hope.

The background colours of the logo exist out of lively background colours. An interactive colour gradient was created, conveying a rich visual experience. This abstract, 'spacy' visual language references to science and technology and is an artistic interpretation of the information flow between neurons.

We are proud that Mission Lucidity is currently used to draw on worldwide funding and are looking forward to the undoubtedly revolutionary discoveries the project's research will produce.

Take a look at Mission Lucidity here: www.missionlucidity.com
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