# Creating a Dementia Friendly Publishing Brand

> Source: https://layers.studio/work/Open-Ended-Books

Shaping a Dementia-Inclusive Publishing Brand to Inspire Conversation and Connection

**Year:** 2024

**Client:** Equal Arts

**Industry:** Charity

**What We Delivered:** Branding

## Introduction

Equal Arts, a UK-based charity focused on creative ageing, is dedicated to improving the lives of older people and those living with dementia through creativity and art. By offering innovative programs, they provide meaningful opportunities that enhance wellbeing and encourage self-expression.

Their mission goes beyond traditional care by integrating creativity into the lives of people living with dementia. With this in mind, Equal Arts wanted to launch a new publishing initiative that would break the stigma around dementia-focused resources, focusing not just on care, but on connection, creativity, and living in the moment.

## Challenge

Equal Arts approached us with the challenge of developing a Dementia-friendly publishing brand for a new initiative aimed at creating books designed for, and with, those living with dementia. These books weren’t just for reading, they were designed to encourage engagement, conversation, and emotional connection.

The project required a complete branding overhaul, including:

- A memorable name

- Visual identity (logo, cover layouts, etc.)

- Brand guidelines for consistency

The key objective was to differentiate from the clinical, overly medical tone typically seen in resources for dementia care. Instead, the brand needed to feel inviting, uplifting, and conducive to nurturing conversation. The goal was to inspire a sense of openness and inclusivity while fostering connections through storytelling.

## Brand Foundations

To build a great brand, you need to star with solid foundations. We began with a questionnaire to understand what the brand meant to the founders and to make sure we all had a level understanding of the direction and messaging of the brand. From this questionnaire we mapped out the important statements to figure out what the brand is, and more importantly what they are not. To create the foundations we included the brand story, brand positioning statement, and tone of voice to set a solid base for the brand to stand on, and everything that comes from it.

## Naming

To name a brand, we start with what we discovered from creating the brand foundations. This gives us a good idea of the meaning we want behind the name and what we are trying to convey. Naming involves a lot of brainstorming, mapping out of words and phrases, finding synonyms, combining words, researching what's already in use and what URLs are available, to land on a range of names to present to the client to see which resonates the most with them.

## Visual Branding

Creating the logo begins with pen and paper and sketching a bunch of logo ideas. After a few favourites have been identified they are taken in to Adobe Illustrator and neatened up. Paired with the logos we also create graphic elements and select fonts and colours.

## Cover Design

Along with the visual identity of the brand we were task with creating templates for the cover of the books. This involved creating guides and rules so the client knows how to use the graphical elements of the brand to create covers and other media going forwards.

## Result

The brand name Open Ended Books was chosen for its powerful metaphor: just as the pages of a book can be opened to explore new ideas, conversations with loved ones and caregivers never truly end. The name embodies the spirit of ongoing exploration and shared experience.

To reinforce this, the visual identity was built around the concept of an open book, symbolising endless possibilities for connection. The logo features a book sitting open on its end, with graphic elements that evoke the spread of open pages, inviting readers to engage and explore.

Our brand guidelines ensure that Equal Arts can continue creating dementia-friendly book covers and visual content that aligns with their values of openness and creativity, while maintaining a consistent and impactful presence in the market.

## Why It Matters

This project is a testament to the power of thoughtful branding in creating social change. For Equal Arts, Open Ended Books isn’t just about launching a publishing initiative, it’s about reshaping how society approaches dementia care. The new brand identity empowers them to break stigmas, spark meaningful conversations, and offer resources that resonate with those who need them most.

> "We knew exactly what we wanted but didn’t know what it looked like. The Layers Team nailed it in a very tight timeframe and within budget. We’re very happy with our new branding!"

Douglas Hunter, CEO, Equal Arts & Open Ended Books