Creative studio
Vienna, AT
Spring 2025
Mon-Fri 9am-5pm
Carr Care Charity
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Services
Strategy & Storytelling
Branding & Visual Identity
Illustration
Website
Industry
Healthcare Non-profitClient
CarrCare NFP
Go to Website
Carr Care Charity passionately works to raise awareness and reduce stigma surrounding both physical and mental health, with a special focus on disabilities. The organisation brings people together through storytelling and education, giving individuals the tools to better understand and support one another. Survivor Stories initiative launched in 2024 connects those living with disabilities and their families through shared experiences. Each story serves as an inspiration － breaking down barriers, challenging stigma and celebrating the strength found in vulnerability and recovery.
PROJECT CHALLENGE
Dr. Alana Carr’s journey into healthcare began with a personal battle. At just two years old, she underwent a life-saving organ transplant － an experience that ignited her passion for medicine. Over the last decade, she has committed herself to clinical training, biomedical research and non-profit work. In 2024, her dedication took on new meaning with the founding of Carr Care Charity and the launch of the “Survivor Stories” initiative. This program was inspired by her presentation on the patient perspective at an international conference, which made her realise she wants to make sure that no one has to go through their struggles alone. She was looking for a more personal approach to branding that would highlight Charity’s dedication to those who face similar challenges as she did every day.
OUR APPROACH
We focused on creating a welcoming, inclusive atmosphere with language and identity that feels personal and relatable. The website includes simple and clear layouts to assist those with cognitive disabilities. We chose easy-to-read visual systems complemented by a colour palette that radiates optimism and warmth. Hand-drawn illustrations in soft lines and gentle pops of colour bring a friendly, approachable energy. The characters, depicted in caring poses, symbolise a vibrant community in action—working together, supporting each other and creating an environment where care is shared and celebrated.
DRAWN WITH HEART
For Carr Care Charity we looked to those expressive line drawings from the 1950s — the kind you’d find in old ads or children’s books. Simple, playful and full of feeling. We loved how just a few lines could say so much, so we used that style to highlight the charity’s four core messages. To bring warmth and care into the mix, we added light, colourful clothing to the characters to make them feel more human, more supportive and more connected to the people Carr Care serves.
EXPRESSIVE LINE DRAWINGS
Clean and simple designs from the 50s showed up in many areas of visual communication, especially in advertising and children's books. In advertising campaigns, line-type drawings often included humour and playfulness, making ads more engaging and memorable. In children’s books these illustrations were often paired with minimal colour, allowing the focus to be on the expressive lines and the story. We decided to follow that approach with Carr Care Charity, to visually support four main messages and added airy colourful clothing to make characters more supportive and emphatetic.
Volkswagen Beetle Ads (1960s)
Friction all around, Bernice Myers 1960
"All in line", Saul Steinberg, Duell, Sloan & Pearce, New-York, 1945
Saul Steinberg dog illustration
