By David Airey
Contributed by Marc Gomez at Barcelona-based Morillas.
Ampans is an emblematic institution from Bages, born in 1965, and dedicated to the care and integration of people with some type of intellectual disability. It provides multiple care, training and occupational services, and a team of more than 300 people to assist 1,500 people with varying degrees of disability.
During its 50-year history, Ampans has grown from being a non-profit association to — since 2010 — a foundation, with the objective of bringing the organisation greater guarantees and security.
In order to tackle new challenges, Ampans wanted to rethink its positioning and its corporate identity.
Our work began from the most strategic perspective: interviewing its managers and people related to civil society in order to establish a new approach to its positioning, which would reflect its strengthening, growth, expansion and the commercialisation of new lines of business that guarantee work for its people — to whom it refers as its “users.”
Two decisions emerged from this process. The first was the new tagline — Together we make the future — which consolidates Ampans’ role as a leading, cohesive protagonist within the sector. The second was the conviction that the brand creation process would reflect the institution’s groundbreaking spirit.
By mutual agreement, we established a co-creation scenario that resulted in the entire Morillas team working on 8 design proposals that would later permit 30 monitors/educators from Ampans, and 150 users to collaborate in the process.
The result was a choral activity channelled through three experimental workshops — shapes, alphabets and free expression — bringing an explosion of proposals from which to develop our graphic work.
The final proposal, which delighted us all, was to orchestrate a typographic identity with a collection of interchangeable letters for each application. Harnessing such spontaneity and creativity, the identity precisely reflected the values of Ampans’ daily existence.
For us, its been an unforgettable project, and one that fits perfectly with our philosophy of social responsibility.
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