Go to the content

Salvo sets up a whole new identity for Mission Lucidity

20 December 2018

As you can read in an earlier article on our website, the Leuven-inspired 'Mission Lucidity' was granted over one million dollars in funding from the Chan Zuckerberg Initiative - Mark Zuckerberg's charity foundation. But did you know that creative brand strategists - and Leuven Mindgate member - Salvo designed a marketing strategy, naming and visual identity for this innovative project?

Sam Buyst, Chief Strategist at Salvo: "Our approach centred on a carefully-thought-out strategy and hands-on workshops. With an eight week deadline to design the entire project, we guided the founders through a naming trajectory, conceived the brand's visual identity, and built an animated, responsive website. Thanks to our expertise and the active involvement of the group of pioneers behind the research venture - including the project's president Urbain Vandeurzen and imec's CEO Luc Van den hove - Mission Lucidity was born."

"As the collaboration hopes to inspire other researchers worldwide by offering a new perspective on dementia research, we chose a name that sounds both hopeful and determined. We believe Mission Lucidity - an ambitious vision of a dementia-free future - strikes the right balance."


"Embedded in the logo's design is the name's layered meaning. For Lucidity we used a strong, bold font with a monospace typeface, which stands for the project's innovative and compelling character. The O of Mission is enlarged and widened, inspired by a horizon - a symbol of hope."

"The background colours of the logo exist out of lively background colours. An interactive colour gradient was created, conveying a rich visual experience. This abstract, 'spacy' visual language references to science and technology and is an artistic interpretation of the information flow between neurons."

Sam Buyst: "We are proud that Mission Lucidity is currently used to draw on worldwide funding and are looking forward to the undoubtedly revolutionary discoveries the project's research will produce."

Take a look at Mission Lucidity's website here.

Related News

How can we help?

The Leuven MindGate team is at your disposal for any questions about the Leuven Innovation Region. Do you want to invest, work or study in the region? We can help you find your way.

We also facilitate collaboration and innovation between companies, knowledge institutes and government within the Leuven Innovation Region, and we are happy to guide any of these stakeholders towards innovation.