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This brand and CD development demonstrates how an exceptional sense of touch allows blind women to discover things that remain hidden to sighted people. The design uses letters from the braille alphabet to complete the typography in the title, an example of how blind and sighted people can work together. This unconventional collaboration has yielded a revolutionary, diagnostic method to fight breast cancer, where visually impaired women are trained to detect the early signs of breast cancer, especially in developing countries where mammograms are costly. The branding's visual identity addresses the target group with great sensitivity, earning their trust in the project's method. The trained blind women are depicted in a realistic manner, which allows them to express their new self-confidence, thanks to their newly acquired skills. The new terminology "tactilography" underscores the project's medical tone of voice.
discovering hands gUG
Mülheim an der Ruhr, Germany
Grey Germany / KW43 Branddesign
Prof. Ruediger Goetz Miriam Hugo Juergen Adolph Tim Liedke Jaqueline Szurawicki Marc Schäde Michael Draheim Lindsay Cullen Kathrin Hagemeister