Living+
Rosie Lee CreativeClient:
Jacquill G. Basdew
Team:
James Nelson
Living+ uses arts, culture and intergenerational dialogue to make complex public health themes more accessible to younger audiences.
Its first season, Memories in Motion, explored the lived realities and emotional legacies of HIV/AIDS through a month of performances, exhibitions, youth-led interventions, rituals and storytelling across Amsterdam.
The identity is rooted in the Caregiver and Creator archetypes, creating a tone that feels warm, wise and encouraging, like a loving elder.
We worked closely with Jacquill through workshops to find the right balance between the seriousness of the subject and a visual language that could connect with a younger audience.
Early sketches explored the idea of Memories in Motion and evolved into the head icon, with a subtle L+ integrated into the neck and eye. A wider family of heads reflects diversity and individuality, while an animated loop brings them together as part of the launch.
Typography takes cues from campaigning and streetwear culture, combining bold, informative communication with a contemporary edge. The system uses Alfredino Tuttocurvy and Semimono by Supernulla, alongside DM Mono Medium by Colophon Foundry.
The season's core pink was sampled from the Silence = Death logo in faded archival imagery from Amsterdam's Stadsarchief. The colour connects directly to the HIV/AIDS story, while its faded quality speaks to memory and the passing of time.
The identity is completed with an editorial approach using archival imagery from Amsterdam's Stadsarchief and Rijksmuseum, selected by Jacquill.
The result is a flexible visual system that makes complex subjects feel accessible, human and culturally relevant, while giving Living+ a strong foundation for future seasons.