Iværksættere med Handicap – Brand Strategy
Strategy - Research - Insights – Visuel identitet
During my internship at Accenture Song, I led the brand strategy and rebranding process for the non-profit Iværksættere med Handicap. Grounded in research, trends, and human insights, the strategy addressed key societal challenges for people with disabilities in Denmark and gave voice to the members experiences. I delivered a creative brief that guided the design team in developing the new visual identity.
Role / Brand strategy, Copywriter, Researcher
Client / IVMH
Industry / Nonprofit Sector
Deliveries / Brand strategy, visual identity, insight, market research
Strategy on a page
Business problem
IVMH is facing challenges in raising funds for their organization.
Consumer problem
PROBLEM IS key decision-makers in the foundations don’t think people with disabilities can be successful entrepreneurs.
Insight
HOWEVER the members identify as an entrepreneur, not as a disabled entrepreneur.
Solution
WE NEED TO demontrate that we are just as professional as the top of Danish business and offer a unique perspective, with strengths that non-disabled individuals don't have.
Consumer goal
SO THAT foundations see people with disabilities as an investment rather than an expense.
Business goal
HELPING TO gain investment and change society's overall view on people with disabilities
6 Branding questions
Why we are here?
We fight for entrepreneurs with disabilities to have the same opportunities for success as non-disabled entrepreneurs in business
Who we are?
We believe in the power of entrepreneurship for people with disabilities. We help create opportunities for individuals to build fulfilling careers on their own terms. We challenge the stigma and show that hard work and unique strengths can come from anyone.
What & how do we do it?
We offer a network of like-minded entrepreneurs who share relatable challenges and experiences. Through shared resources and connections, we create opportunities to unlock greater potential. We provide political influence and targeted advice to support our members on their entrepreneurial journey.
What is our personality?
Brave, Challenging, and Compassionate. We must show that we are just as brave and bold as 'normal' entrepreneurs. We will challenge the status quo of what it means to be disabled in Denmark, and despite our professionalism, we will show our human side.
Differentation.
We don’t just want to be included – we want to be the ones others choose to have on their team. We strive to be the kind of people others look up to and aspire to be. This modern, bold, and creative approach is uncommon in the disability sector in Denmark.
Our ambition.
Our ambition is a Denmark where having a disability is not an obstacle to building a successful business.
Design
The design was developed by our design team in close collaboration with me and the strategy department at Accenture Song. The central theme was a bridge, symbolizing the connection between the business world and people with disabilities, as well as bridging prejudice and reality. To ensure clarity, we prioritized spelling out 'iværksættere med handicap' in the logo, as the acronym 'IVMH' was not widely known. High contrast in colors was key to maximizing accessibility for visually impaired users.
Sound logo
With 70% of our members being visually impaired, we knew we needed to engage more senses in our branding. This audio logo was created to symbolize the hopeful, forward-thinking aspect of our mindset. Designed by an audio specialist, it will be used across social media, advertisements, presentations, and our website to enhance communication with both potential partners and our members.