Breakthrough T1D

Accelerating a movement

Breaking down barriers to break through with global audiences

Challenge

Having played a prominent role in nearly every major type 1 diabetes (T1D) advancement since their founding in 1970, the Juvenile Diabetes Research Foundation’s (JDRF) brand was at an impasse. Their name was inextricably linked with “juvenile diabetes” – a description that excluded the millions of adults living with the condition worldwide. And their outdated identity needed a refresh to better reflect its vibrant members while appealing to a diverse set of global audiences.

Insight

Siegel+Gale’s global research confirmed that the current JDRF name and brand were barriers to reaching and engaging the entire T1D community, while surfacing the need to dial into what matters most to them: making progress towards curing the disease tomorrow while helping people living with the condition thrive today.

Answer

Renamed Breakthrough T1D, the full brand transformation came to life over the course of a two-year partnership. Our work underscores the organization’s legacy of advancements while celebrating the breakthroughs happening now and in the future across research, advocacy, community and health outcomes.

The Breakthrough T1D name acts as the first word in the organization’s brand story, connecting to the mission and intuitively evoking T1D breakthroughs big and small — from groundbreaking research to improving access to finding community. The name is further supported by insight-backed personality traits – visionary, powerful, precise – that inform every aspect of the visual identity and infuse a “breakthrough” spirit across communications.

We developed this evolved brand in partnership with Siegel+Gale through a nearly two-year data-driven process. Together, we have developed a visionary, powerful brand that more accurately reflects who we are.

Pam Morrisroe, Chief Marketing Officer, Breakthrough T1D

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