The Lupus Foundation of America is an American medically-centered nonprofit that leads and funds efforts in research, education, and offers community and support to the approximately 1.5 million Americans that suffer from lupus. This is a cruel autoimmune disease that acts in flares and can attack organs such as the skin, brain, lungs, joints, and kidneys, sometimes all at once.
The logo's mark was originated through the 'L' letterforms, and its arrangement references protection, unity, and community. The colors are inspired by the awareness ribbon color associated with lupus. It is a color often associated with mystery, which is fitting given the vast information that is unknown about the disease.
Stationery would establish a pattern to be used across the brand. Diamond patterns in association with the diamond shape in the logo. The diamond shapes nod to the sense of community in the logo, as they are never alone, and always accompanied by multiple shapes.
Lupus is not widely known or exposed to the vast majority of the United States and even the world. Though it has its preferences to specific demographics, people of all ages have lupus diagnoses. The older generations are still much more prone to flipping through magazines than the younger. Print ads in health-based magazines and women's magazines (the vast majority of lupus patients are women) would allow for more exposure to audiences who still prefer the feel of a print product.
Younger demographics are not unaffected by lupus. However, the usually more technologically exposed population would find more of the media exposure through means such as social media. Instagram is pictured above. This would allow the foundation to post facts about lupus, linking to articles regarding topics such as research breakthroughs or advice, stories from patients and their loved ones, and get a glimpse into events held by LFA across the nation.
LFA's website is already extremely extensive due to the vast amounts of information that is given through the foundation. Of course, online is the best way to provide these resources.
The navigations are on a drop down and will be floated to make parallel with the main nav. Any options in the nav to get to more specific areas (such as specific resource categories) will be listed under their respective option without going through the master landing page for each item.
The above pin is more for ephemeral purposes. It was added in mind to the advocacy work that many associated with the foundation participate in to continue to raise funds and awareness for lupus research. Annual advocacy summits at the US Capitol in Washington, D.C., feature lobbyists, Lupus Warriors, and the people who support them to continue the advancements made in understanding and treating the disease.
The above ephemera items are SWAG for fundraiser events. Often, rubber awareness bracelets are given liberally at different events sponsored by nonprofits. I myself have been stopped and asked what bracelets stand for, as I've accumulated many from different functions. I have yet to see one for lupus. A seemingly small and unassuming piece, these bands garner attention when no one seems to look.
Water bottles could be donation incentives for athletic events such as Walk to End Lupus Now. Just some more stuff that people would notice!
I dedicate this project to Lupus Warrior Missy Yearwood. Love you, Mom!
Designer, photographer, equestrian, cat mom.
