Open Up: New name and brand identity for the Ruedi Lüthy Foundation
At the beginning of July, the Ruedi Lüthy Foundation changed its name and renewed its brand identity at the same time. Open Up provided strategic support throughout the entire rebranding process and Albanese Grafik renewed the corporate design.
Open Up has been advising and supporting the foundation in all communication matters since 2009. Professor Ruedi Lüthy set up the Swiss Aids Care International Foundation more than 13 years ago. It runs the Newlands Clinic in Harare, Zimbabwe, a facility for people with HIV and Aids, and trains local specialists on an ongoing basis. To ensure that Ruedi Lüthy's name, the knowledge associated with it and his great commitment are carried forward in the long term, the foundation commissioned its long-standing communications agency Open Up to develop a new name. The corporate design was renewed by Albanese Grafik, a graphic design studio with which Open Up regularly collaborates.
Personal name and concise claim
The new foundation name Ruedi Lüthy Foundation and the adapted visual brand identity stand for personal commitment, a holistic approach to the treatment of HIV patients as well as solidarity and reliability. The newly conceived claim "Act against Aids" has been deliberately chosen as a concise supporting message for the logo. It unites the foundation's activities with an appeal to its long-standing strong donor base and to new potential donors.
"Transparency and active information about our work in Zimbabwe is very important to us. Our new means of communication take account of these needs and the new technological requirements," says Sabine Lüthy, Managing Director of the foundation and daughter of Ruedi Lüthy. The following have been realized so far new website as well as the first print products as part of the patron and donor information relating to the name change.
