Myotonic
My Foundation. My Support. My Hope.
MDF is an international non-profit dedicated to providing care and finding a cure for Myotonic Dystrophy.  With the goal of raising awareness, they approached A LINE to create a new brand that could support their incredible community by inspiring people to take action.
A key insight of our research and strategy phase was the opportunity to use the “My” from Myotonic as the foundation of their messaging framework. Through a simple shift of perspective from "them" to "us", we gave the brand a powerful first-person voice that could bring focus to the many incredible things the organization supports.
Client
Myotonic
Category
Non-Profit
Credits
Services

Brand Strategy
Naming
Messaging & TOV
Brand Identity

Press
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Myotonic Dystrophy Foundation - an international non-profit dedicated to providing care and finding a cure for Myotonic Dystrophy - approached A LINE with the goal of creating a new brand that would raise awareness of the disease while helping to support and inspire their incredible community.

During our strategy phase, we saw the opportunity to use the “My” from Myotonic as the foundation of a new primary messaging framework. By shifting the perspective from "them" to "us", this framework could give the brand and community a powerful voice, while simultaneously focusing on the many incredible things the organization supports.

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Using a hand-drawn illustration style, we revised and modernized their beloved hand symbol. Through the subtle emphasis of the letters M and Y, we created a graphic way to reinforce  their position as the voice of their community.
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"A LINE did a fantastic job of working in a challenging space with a passionate, engaged, and vocal community. They helped us clearly identify the future direction of Myotonic by developing a positive, differentiated and inspiring brand that has galvanized our community."
Molly White, CEO, Myotonic