Background
The Amniotic Fluid Embolism Foundation is a non-profit organization leading the way in AFE research, education, and support for clinicians and impacted families.
Their collective efforts have resulted in an internationally recognized research program on AFE, highly sought after educational programming for healthcare providers, and a worldwide network of support groups and resources for those impacted by an AFE.
The Goal
The AFE Foundation was ready for a brand face-lift that would stay true to the core principles of the original brand but help breath new life into their visual brand and brand strategy, giving them a more modern look that connected with clinical audiences and impacted families in their community and a more clearly defined brand outlook and persona.
Brand Values
Mission: To reduce maternal and infant mortality attributed to amniotic fluid embolism while helping those impacted navigate paths forward.
Vision: Amniotic fluid embolism no longer threatens lives and those with lived experiences thrive.
The Results
mood + persona
Clean / Light + Bright / Leans Feminine / Organic / Calm
The Amniotic Fluid Embolism Foundation (AFE Foundation) is the person you go to for advice, comfort, and guidance. They are kind, supportive, and always there to listen. They are optimistic without losing sight of reality; understanding the pain of those who come to them for help and hopeful for a future where amniotic fluid embolisms no longer threaten lives. They are resilient and help those around them feel empowered to face the aftermath of their amniotic fluid embolism experience.
The AFE Foundation is action-oriented; they see work to be done and are determined to find solutions. As an expert in their field, they are confident in their knowledge and eager to educate those around them. They are seen as a credible source of information by their social and professional community. They are passionate about their work and have an innovative mind, always seeking new ways to connect with the their communities and further research.
Above all else, the AFE Foundation is genuine and authentic.
Voice and Tone: Caring, Authentic, Professional, Knowledgeable, Credible, and Optimistic
The Everyperson
- We want to feel accessible.
- We want to be relatable.
- We want to be approachable.
- We want to create connections with others.
- We want to build a community of support and belonging.
- We want to ensure everyone feels they matter.
The Educator
- We want to be seen as an expert on everything AFE.
- We want to be a trusted source of information.
- We want to teach people about amniotic fluid embolisms.
- We want to seek truth and knowledge.
- We want to make the world a better place by sharing this knowledge with others.
The Caregiver
- We want each person to feel like we care about them, their familie,s and their stories.
- We want to be reassuring to newcomers.
logos
colors
typefaces
Brand in Action
