Fondation pour la Recherche sur le Cerveau

A foundation can carry out groundbreaking scientific work and still lose credibility because of an outdated visual identity. According to the Stanford Web Credibility Project, 75% of users assess an organization’s credibility based on its website. No matter how impactful your work is, the strength and attractiveness of your brand matter.

And this trend goes far beyond the private sector. Organizations of all kinds are raising the bar: between 2019 and 2023, U.S. nonprofits increased their advertising investments by 12%, representing an additional $21.3 million in spending (2024 Nonprofit Advertising Benchmark Study by Whole Whale). Even sectors that have traditionally been less digitally mature are stepping up their branding and communication efforts.

The Brain Research Foundation (Fondation pour la Recherche sur le Cerveau) was no exception.

Its transition from a federation to a foundation came with new ambitions: increasing its visibility, strengthening its legitimacy, and expanding its ability to attract supporters, partners, and funding opportunities.

The challenge was to shift perceptions, from an organization seen as outdated, primarily focused on fundraising, and lacking clarity around its actions, to a leading foundation with a distinctive positioning, capable of making brain research more understandable, visible, and accessible to the general public.

This is where we came in.

To support this transformation, we revisited the brand’s core foundations: its tagline, tone of voice, narrative, website, and visual identity. Our ambition was clear: help the Foundation confidently take its place and amplify the impact of its work.

"Standing Strong Together"

The new brand signature reflects both the Foundation’s long-standing commitment and its consistency over more than 25 years. The word together embodies the power of collective action, the idea that the impact of researchers, associations, patients, and the wider public reaches its full potential only when combined.

A visual identity designed as a breath of fresh air

The sector is often dominated by messages centered on disease and pathology. We wanted the visual identity to feel like a breath of fresh air, optimistic, human, and full of vitality. The palette is built around multiple shades of green, complemented by organic shapes and hand-drawn elements. The overall system is intentionally minimalist and elegant, reflecting the Foundation’s new status.

"The Voices of the Brain"

The brand idea, The Voices of the Brain, positions the Foundation as a public advocate for brain research. It comes to life through a series of thought-provoking messages such as: "There may be artificial intelligence, but there is also collective intelligence" and "The brain works through networks. So do we."