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In depth interview going beyond the smile as CLAPA modernises its identity
The Cleft Lip and Palate Association (CLAPA) is modernizing its identity through a collaborative effort with The Team, a design agency that has a personal connection to the cause. This approach emphasizes the importance of authentic storytelling and personal experiences in shaping a brand's strategy, ultimately aiming to create a more relatable and impactful identity for the organization.
Design Week: The relationship between the Cleft Lip and Palate Association (CLAPA) and the design agency The Team did not begin in a boardroom, but through a personal connection. Megan, a designer at the agency, was born with a cleft and had been supported by the charity throughout her life.
The article discusses a significant rebranding effort for a health-related organization, highlighting the importance of personal storytelling in brand strategy, which is relevant and somewhat innovative for the industry.