We helped make lives better for people living with dementia
Playlist for Life
- Logo design
- Visual identity
- Asset toolkit
- Social templates
- Posters
- Motion & animation
Playlist for Life is a music and dementia charity founded in 2013. Music can have lots of benefits for people living with dementia, and research shows tunes that are personally meaningful are particularly powerful. Our client believes every person living with dementia in the UK should have their own unique playlist. So, they created National Playlist Day to encourage people to make a list of music that reflects meaningful moments in their life.
Design for life
We were honoured to work with Playlist for Life on their visual identity. We started off by designing a timeless logo, so our client can keep on using it for years to come. Taking inspiration from online playlist interfaces, such as Spotify, it is a simple mark with meaning.
Memories love music
Music has the power to transport us back to a particular time or place in an instant. It could be to a city we used to live, a holiday we went on with our friends, the birth of a child or a song that reminds us of someone we love. We all have different memories and experiences that are completely individual to us. To reflect this in the visual identity, we created a lock up that allowed for unlimited handwritten versions of ‘Your Life’, which added a human element to the design. ‘The soundtrack of your life’ could also be adapted, changing ‘your life’ to any number of permutations like Seaside Summers, Nan’s House or Sam’s Wedding. With this flexibility, there was no end to how detailed and personal we could be.
Snapshots in time
We used old photography as a way of capturing these special memories. Fuzzy snapshots of days gone by worked alongside the messaging to evoke personal moments others could relate to. The overall strategy allowed the client to crowdsource real stories and photography from their supporters and partners, bringing authenticity and poignancy to the campaign. Where relevant, a song title could be added to further emphasise the link between memory and song.
The soundtrack of your life
‘The soundtrack of your life’ was a phrase Playlist for Life had used in some of their communications, but not highlighted. We loved it and felt strongly that it was perfect for National Playlist Day’s main message. Sometimes, it’s not all about the new – but what already exists and works brilliantly for the brand.
A winning combination
Charities aren’t made of money. When collaborating with Playlist for Life, we specifically planned for our campaign to have flexibility and longevity without incurring any extra costs. All elements of the new visual identity were uploaded into a Canva brand toolkit for our client to work with, giving them immense scope to create their own assets, such as posters and social posts. The creative ideas have a long shelf life and can easily be rolled out by the client whenever they need them.
Music to our ears
Our campaign saw over 800 playlists made via our bespoke online playlist maker. There was a 183% increase in page views compared to last year and social media engagement was up 106.8%. Plus the online buzz around National Playlist Day reached almost 2.5 million people. The client was delighted to report this was Playlist for Life’s most successful campaign to date.
800+
playlists created
183%
increase in page views
106.8%
increase in social media engagement
2.5 million
online reach
