The Intergenerational initiative was a befriending practice that was adopted by the Aneurin Bevan University Health Board as part of the ‘Ffrind I mi’ project. The initiative was designed with the aim of combating loneliness and social isolation within hospital wards by fostering connections between different generations. It achieved this by engaging local schools in collaborative projects that involved both younger and older individuals working together.

This project holds significant personal meaning for me, as my own mother, a Senior Dementia Nurse with the NHS, is closely involved. Recognising the importance of establishing a distinct identity for the initiative, discussions ensued regarding the creation of a logo and supporting materials. These materials were intended for various platforms, including social media, reports, letterheads, and educational resources.

To begin, I brainstormed ideas for a logo, focusing on the essential element of conveying care between generations. Given the complexity of the symbolism and the lengthy name of the initiative, we underwent multiple iterations to craft a logo that could stand as its own symbol if necessary.

Within the heart-shaped graphic, both smaller and larger figures are nestled to represent the intergenerational nature of the project. Additionally, the inclusion of smaller figures adorned with hearts adds depth and emphasizes a crucial aspect of the initiative: educating children about the effects of dementia and the importance of empathy and companionship for those affected by it.

The colours and typography chosen for the logo were seamlessly integrated, enhancing its visual appeal. A soft, pastel colour palette was employed, evoking a feeling of harmony, whilst the inclusion of pink symbolises love, care, and compassion; thus, reinforcing the initiative's values. Additionally, the choice of font exudes a modern and clean aesthetic, while the bold style ensures its prominence alongside the heart element of the logo, preventing it from being overshadowed.

The outcomes of this initiative and its associated brand were extraordinary. The client (my mother) received recognition by winning the UK British Journal of Nursing award for her dedicated promotion of the initiative. Her collaborative endeavours, such as the 'Dementia Friend Award' presented to participating children, and the 'Shimmer my Zimmer' project, involving the collective decoration of Zimmer frames, specifically garnered praise. As a result, the initiative has become a trusted source for valuable research and findings in its field.