THE Guide Dogs For THE BLIND ASSOCIATION.
Guide Dogs exists to help adults and children with sight loss lead the life they choose by providing them with support, skills and dogs, wherever they are on their journey. For people with vision impairment, maintaining the everyday independence that the rest of us take for granted can be a huge challenge.
Losing your sight shouldn’t equate to losing out on any part of life. Guide Dogs gives a voice to people with vision impairment, the independence to be themselves, and the tools to live their own life the way they choose, just as anyone with sight does.
This project sought to faithfully interpret and communicate the charity’s values and establish a new identity through the medium of sound, by harnessing the power of music, sound and voice to create a new sonic identity that is both accessible and recognisable.
THE BRIEF:
Historically, Guide Dogs has been known for creating essential partnerships between people and their guide dogs. Although this is an integral part of the brand, however, they offer so much more than just that, bringing people together who are affected by vision impairment.
Throughout the creative process, the creative team worked closely with both Guide Dogs staff and customers to collate detailed feedback on shaping our demo routes.
It was through the use of vocal harmony and the sampling of authentic sounds from the day to day lives of guide dog owners that a sonic identity capable of forging a deeper emotional connection with Guide Dogs service users was crafted.
This new identity, vividly encapsulates the sense of community, companionship and humanity at the core of the charity and represents adults and children with sight loss working together with Guide Dogs staff and volunteers.