Client: Daria's F.R.I.E.N.D.S. Association Industry: NGO Services: Brand Strategy · Branding · Graphic Design · Identity · Web Design · Web Development Project: Brand design CONTEXT Children with Down’s syndrome are all unique individuals with their own personalities, family backgrounds and preferences that make them who they are. The number of people in Romania suffering from Down Syndrome is still unknown precisely. An estimated 30 to 40 thousand children and adults are suffering from this affliction. Unfortunately, many parents are reluctant to making their children's handicap known, and the reasons for this are easy to guess – parents fear their child risks being marginalized. CHALLENGE With adequate support and encouragement, people with Down Syndrome can overcome their incapacities, can learn a trade and can become integral members of society. There are currently about 19 organizations dedicated to supporting people with Down Syndrome in Romania. Only 4 exist in Bucharest, most of them founded by parents of children with Down Syndrome. The Association was founded in 2014 to offer support for children with Down’s syndrome and their families. SOLUTION The brand strategy had the children-friend (helper) relationship at its core, and everything that followed it reflected the strength and the importance of this relationship.