London creative agency Red Stone has partnered with Parkinson’s UK to revamp its brand, focusing on meeting the current needs of the Parkinson’s community. With Parkinson’s being the fastest-growing neurological condition globally and affecting around 153,000 individuals in the UK, the charity aimed to have an identity that aligns with its mission of improving the lives of those living with Parkinson’s today.
The rebranding process began with gaining insight into the experiences of the Parkinson’s community through workshops, interviews, and engagement with local events, connecting with over a thousand people. The key discovery was the importance of acknowledging the small victories achieved daily, alongside the focus on future breakthroughs. This insight led to the new proposition: Parkinson’s UK is „Pushing for better. Right here. Right now“.
Central to the rebrand is a new symbol inspired by the Parkinson’s tulip, a globally recognized emblem. This symbol, integrated into the negative space of the ‚P‘, serves as a unifying icon for a condition with over 40 different symptoms. The result is a design that is personal, inclusive, and forward-looking.
Accessibility was a key focus of the project, leading to the development of a custom typeface called Parkinsans, designed to bring the brand’s voice to life. The typeface is approachable, quirky, and reflective of the community it represents. Additionally, it is available as an open-source typeface on Google Fonts, ensuring accessibility for all.
The rebrand extends beyond visuals to include a bold new tone of voice, a dynamic color palette, an adaptable design system, and a fresh approach to illustration. These elements enable the charity to communicate its story with honesty and warmth, empowering the organization and its supporters to connect with the wider community.
Juliet Tizzard from the charity emphasizes the importance of the brand reflecting the wants and needs of the Parkinson’s community, while Chris Davis at Red Stone highlights the collaborative effort to create a brand that everyone can rally behind. This rebrand is not just a cosmetic change but a strategic move to support the charity’s goal of helping people live well with Parkinson’s today.