DIABETES SA

Diabetes affects more people in Australia than any other serious health condition. And South Australia has the highest incidence of diabetes in the country.

Working with The Reflective, our objective was to create a brand with a meaningful promise – to put Diabetes SA in a stronger position to support all those suffering from diabetes in South Australia.

From a branding perspective, the project was a classic Before and After scenario.

Before: The Diabetes SA visual identity mirrored other state and national players in the category – a sea of bland blues and corporate greens. Use of the word ‘Living’ seemed incongruous for a condition that kills close to 2 million people worldwide every year.

After: Switching to the opposite end of the spectrum with red, the most dynamic and passionate of colours. Red gives the brand a sense of urgency, emotional impact and authority. And, of course, red also relates to blood and blood glucose levels.

We also worked with the client to craft a mnemonic set of values:

Honesty. Empathy. Leadership. Passion. In a word, HELP.  

We then developed a new tagline to distil the DSA promise down to two words.

“Support Always.” 

The tagline locked together with the brand name makes “SA” now stand for both “South Australia” and “Support Always”. 

Check out the Diabetes SA website to see how the whole story unfolds.

Copy by Anon / Design by The Reflective