Brand Design Relaunch

A Brand You Can Feel

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The Canadian National Institute for the Blind (CNIB) has been supporting the visually impaired community for over a hundred years. It focuses on true inclusivity, so when it came to the brand design relaunch, it was not enough to just create versions for sighted and visually impaired audiences. The challenge was to develop a brand identity that would be meaningful to all. To focus on something that everyone experiences equally, a tactile brand identity was developed – a texture that tells the brand story through touch. Using raised-polymer printing, this texture is applied on all touch points, from handrails to posters and business cards.

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