When concepting for a client, we always want to highlight the most basic reason why someone would be drawn to their business. It is of utmost importance that we present an authentic picture of the brand, just as any branding or advertising agency should. But more often than not, agencies tend to present their client in an exaggerated form, with fantastic stories, images, and ideas. Unfortunately, in doing so, they miss a crucial point. Sometimes the simple truth behind a brand is the most compelling reason to trust them.
Take Mission Gait. A non-profit organization created to help assist patients whose normal human gait has been altered through amputation, corrective leg surgeries, adaptive and sports injuries, as well as Parkinson’s disease, Stroke, Multiple Sclerosis, and Cerebral Palsy. Mission Gait works to assist the patient, not only with physical therapy but also financial needs with regards to their Health Insurance. They are working to implement training to medical staff across the country to establish the proper guidelines for these individuals by creating a certification process for physical therapists to specialize in this form of rehabilitation, as well as maintain a certified provider network.
When branding for such an impressive group, we could have created a concept that was over the top, melodramatic and sensational. But why? The simple truth to this organization is in and of itself, a beautiful message. So that's what we did.
Mission Gait wants to assist people while on their road to recovery. So we looked at some of their existing patients who are doing just that. These individuals, with their different struggles, their personal battles, are now fierce with confidence and strength, thanks in part to the work Mission Gait is doing. So why not show just that?