Client   Independo

Year   2024

Services   Brand Strategy, Brand Design, Digital, Print, Photography, Motion

Independo makes the internet and digital tools accessible for people with cognitive disabilities. We created a brand that reflects inclusion and gives users the confidence to act more independently in everyday life.

Starting point

Independo develops pictogram-based web tools for people with disabilities. The challenge in creating their branding was to appeal to young users while also resonating with teachers, parents, and business partners who often make the purchasing decisions. Our goal was to communicate accessibility in every detail of the design—creating a brand that offers confidence, clarity and trust—so the product feels usable and welcoming for all audiences of all ages.

The idea

The claim “Enabling everyday” sums up Independo’s impact: small digital tools that create real independence and confidence for their users. The logo stands bold and strong, while “Eddie”—a friendly digital buddy—guides users through the interface. The visual system stays calm and clear: the typeface “Inter” for optimal on-screen legibility, a color palette checked for all forms of color blindness, and restrained motion to avoid overload. Warmth comes from authentic photography of the Independo test users, the team and co-design partners, grounding the product in real lives.

The impact

Independo now speaks with a clear voice and a strong brand that conveys its mission. That clarity helped increase visibility and funding, enabling further development of pictogram-based tools. As Julia Kruselburger, Independo’s CEO, notes, "Inclusion is a human right, yet the internet is not accessible to around 240 million people. Digital tools make life easier for people without disabilities; for people with learning difficulties, they make many things possible in the first place." With a confident identity, Independo can reach more people and make the web genuinely usable for people with cognitive disabilities.

Credits

“The special thing about RAWTY is that they take time to understand what your company does and, above all, why you do it. This has created a brand that emphasises our values and tells our story—a story as if it had been written by someone within our team who has been there from the beginning!”

Julia Kruselburger, Co-Founder & Co-CEO, Independo