ReMind UK is a small charity that is doing incredible work to support people with dementia. Their world-leading research drives real progress, complemented by a vital memory clinic and ongoing support services. However, their outdated branding—originally named RICE (Research Institute for Care of the Elderly)—was seen as passive, confusing, and not reflective of a dynamic charity making a real difference.

Through interviews and strategic exercises, we collaborated with the team and brand strategist Steve Fuller to develop a fresh, impactful identity. The new positioning, “Getting ahead of dementia,” emphasised a proactive, positive approach, leading to a name change and rebrand. The new name, ReMind UK, highlights their research into the mind, their focus on dementia, and their national recognition. The branding incorporates incomplete letters and indistinct shapes, symbolising the challenges of dementia and creating a clear and memorable identity that sets them apart.