The Purple Sherpa
There's precious little information to help the Alzheimer's care-giver survive the journey they and their loved-one face. Julie Fleming is an attorney, author, speaker, business consultant, and the primary caregiver for her father, who was diagnosed with Alzheimer's Disease and vascular dementia in the fall of 2011. An only child, Julie admits that she has learned more than she ever wanted to know about the medical, legal, and financial aspects of caring for a parent with Alzheimer's Disease. Julie is the first of her cohort of friends to face a parent's Alzheimer's diagnosis. After tremendous amounts of research as well as trial & error, she's now sharing what she has learned--and more--in hopes of saving others from the unnecessary challenges and stumbling blocks she faced.
The goal was to create a brand for the true heroes in thiis equation: the primary caregiver who soldiers on against tremendous odds. The brand needed to be clear, respectful, welcoming, judgement-free, informative and supportive. Purple is the recognized color for Alzheimer's. As Julie Fleming says, caring for a loved one with Alzheimer's is like being told you're going to climb Everest without any equipment, oxygen or training,. Nonetheless, the caregiver gets there, and does it carrying a loved one.
The Purple Sherpa. Shouldering the weight of caring.
How to be a hub of information without adding to work to an already complicated job. The goal was to be welcoming, positive and easy to navigate. Our users are being pulled in a million directions and have little time or band-width to slog their way threw complicated design. What's a helpful book? Were is a support group near me? Do you have a video on managing finances? Have others shared stories I could learn from? It's all in bite-sized chunks. It's all with a honest tone of caring.
Best to let the women who stared it all, extend the welcome in her own words. There was nothing we could script that would be more powerful, relatable and compelling than what Julie could say. She understand the way only someone who's been through it for over 7 years can. She is truly a special person.
Two jobs. Two sets of cards. For the individuals on the board to hand out, we designed a card with a front side you might expect - logo and important information. The back of the cards told the human story by featuring photos of them with their relive who they're caring for. For a general card for the foundation, we went vertical with allowed for the idea of climbing that mountain.