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Creative Matter Post

Fighting Muscle Disease

The Muscular Dystrophy Association is the world’s leading nonprofit health agency dedicated to finding treatments and cures for muscle disease. MDA funds worldwide research; provides comprehensive health care services and support to MDA families nationwide; and rallies communities to fight back through advocacy, fundraising and local engagement.

In 2012, MDA came to us to design their annual report. In order to powerfully tell the story of the organization and their successes in battling muscle diseases, we chose to use bold, emotive imagery that visually demonstrated the strides the organization was making to improve lives around the world. The content and imagery of the annual is framed by angles, pushing forward — a look that we introduced to suggest progress, motion and advancement.

Rule29 also had the opportunity to develop logos for a variety of MDA’s sub-brands, including their clinical and scientific conference logos and the Fill The Boot annual campaign, which employs the help of firefighters across the country to help the organization raise support.

Like most nonprofit health organizations, MDA has a team to help individuals raise support and awareness of the organization while participating in sanctioned races or organized events, from a 5K to an Ironman Team.  They came to us for help in developing the team’s name, identity and look. After vetting a few options, we ultimately landed on the name Team Momentum, which communicated the idea of continually building to the organization’s goals, the goals of the runner, and the goals of those battling muscle disease. From there, we chose lime green and the signature MDA blue to represent the team and look competitive amongst the other non-profit race teams. To support the brand and entice race participants to join the Team, we created a variety of collateral, including an athletic competition t-shirt and cowbells for race days!