Client: MakeSense
Year: 2024
Summary
MakeSense are using brilliant scientific discovery and AI to help those who are blind or have low-vision feel safe, confident and in control of their own paths. We worked with MakeSense to give voice to this mission, creating a verbal, visual and sonic brand identity that resonates with this community.
Positioning & Verbal Identity
Reflecting both the need of the audience and the ambition of the company, backed by the core values of adventure, reliability and integrity, we developed the proposition “Move through the world on your terms”.
Encapsulating the elements above as well as the core product purpose, the ambition of its use, and the unique experience of our primary audience, we came to the brand tagline “Navigate life differently”.
Visual Identity
The new logo embodies the idea of exploration, encouraging our audience to embark on their own unique journeys. Based on a walking path, it brings the proposition to life visually, and adds dynamism to the company’s mission.
Accessibility
Of course accessibility was at the heart of this design project, with the brand being experienced by those with low vision and those who are blind, as well as sighted people. All design work was built around AAA accessibility standards as well as the everyday way that people use technology.
For example, many with low vision invert their screen colours — so our colour palette is designed around this practice. We also delivered a palette of sonic branding that can be built into a range of UI sounds in the longer term. And an inclusive language guide as part of the verbal identity.
