Connected for life.

We worked with the American Diabetes Association to develop a new brand identity to help the organization accomplish its mission of providing support, advocacy, research and community for the millions of Americans affected by diabetes.

The first order of business was crafting a brand tagline that encompassed the multifaceted mission of the ADA. I kept coming back to the idea of “why we connect.” While the reasons are unique to the individual, they all can be reduced to a single essential theme. We’re connected in hope for a better life—one free from the devastating effects of this disease.

From there, we spun the line out into a messaging template that could easily extend to all of the diverse functions of the ADA, and introduced the new identity as part of a campaign to address one of the greatest challenges in the fight against diabetes: It’s a silent disease. Not only does the condition itself hide in plain sight, but people simply aren’t talking about it with the same openness as other, less pervasive health issues. Myths, misconceptions and even prejudice abound. It’s time to reframe the conversation. And what better way to do that than by creating an easily replicable and shareable “conversation frame?”

It’s working. The new identity has been enthusiastically embraced by the ADA, it’s members, donors, and the diabetic community as a whole. I can’t wait to see where it goes next.