The audience:
The primary audience is those with ME/CFS and FM – mainly teenagers and then 39-40 years old. The secondary audience is supporters and donors – generally older people or family members of sufferers.
Design objectives:
The main objective of the brand identity was bringing to life the values of the organisation: care, reliability, and trustworthiness, in a way that has modernity and appeal across its audience. The logo also needed to show clarity of the reason for being of the brand and be easily associated with New Zealand.
