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The Young Dementia Network - much more than a logo

Welcome to the second and final part of my two-part blog.

If you’re reading this and you haven’t read part 1, I encourage you to cast your eyes over it here, then come back when you’re up to speed on the background on our strategic approach to supporting the Young Dementia Network… All ready? Then let’s begin.

Following the creative workshop we held with YoungDementia UK, we assimilated all the materials and gained consensus on what we heard, the key themes and direction we should take, and got to work on creating a brand that would do the Young Dementia Network justice.

We wanted to provide the team with a document that went beyond the logo. Given that the Young Dementia Network has brought together lots of individuals and groups, and will continue to do so, we knew the brand must tell a story. It must also bring to life the values of its members and the proposition the Network delivers. In essence, it must “sell” the Network.

One aspect that we really wanted to ensure was central to the brand was its personality. This is effectively the human characteristics that are attributed to a brand, and was really quite simple given that we’d had the opportunity to hear them talk so passionately about their work and their objectives. Some qualities include “pragmatic and living in the real world”, “open and honest”, and “warm and welcoming”. Indeed the brand book states “There is always an opportunity to simply be nice; just to be kind. Everyone loves a hug and we want anyone and everyone to feel comfortable with us”. It’s a really strong personality and I’m confident it will be lived every day through the great team at YoungDementia UK and its Network.

If you would like to learn more about brand development in Young Dementia, click here to read our article in full.  


This article was published by Ashfield Healthcare Communications, part of UDG Healthcare plc.

19th January 2017



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