Coming Together for Greater Care
Supporting social services and facilitating healthcare is a complex function. How do we distil a year’s worth of achievements in eldercare facilitation into a single publication that speaks to individuals from all parts of society? The answer is in understanding that visuals, symbols and colours must be, above all, authentic and human.
The 2016 Yearbook was to be produced in print and digital versions, to showcase to stakeholders the year’s achievements and efforts in accordance with AIC’s broader mission. We were invited to be a part of the team to produce this milestone document. We have been privileged to be a partner of AIC since 2012, and we had already worked successfully together to create collaterals on past projects; this had given our team a deep knowledge of AIC’s business operations, brand ethos and organisational culture. Our task was now to consolidate our understanding of AIC and apply it to the concept development, art direction, illustration, photography and production of the Yearbook in print and digital formats.
At HVD, we always place emphasis on the human being reading the message. In this case, the audience of the Yearbook would be grassroots leaders, healthcare service providers and members of the public. We had to perform a balancing act: to express AIC’s brand, operations and efforts, while also being relatable to every individual who reads the Yearbook. AIC’s ‘Together We Care’ concept focused on “integrating health and social care”, with more “holistic and person-centred care and services,” looking towards a future where individuals have easy access to “inter-connected” social and healthcare options. This emphasis on humanity and social integration needed to come through in the visuals.