Arthritis Foundation rebrand by aqueous

ARTHRITIS FOUNDATION AGS

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

Kevin Alexander Murphy Armitage Brittney Au Jonny Woods

ABOUT THE ARTHRITIS FOUNDATION

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

Our Mission The Arthritis Foundationâ&#x20AC;&#x2122;s mission is to improve lives through leadership in the prevention, control and cure of arthritis and related diseases. Our Vision The Arthritis Foundationâ&#x20AC;&#x2122;s vision is to create a world free of arthritis pain. More than 50 million American adults (one in every five) have doctor diagnosed arthritis. Arthritis affects 300,000 children under the age of 18. Two-thirds of people with arthritis are younger than 65 years old. By the year 2030, an estimated 67 million American adults will have arthritis. Arthritis and related conditions cost the U.S. economy $128 billion per year in medical care and indirect expenses, including lost wages and productivity. People of all genders, ages and races can get arthritis. However, women are more likely to get it than men.

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

Arthritis affects more than 34 million Caucasians, more than 4.6 million African-Americans and 3.1 million Hispanics. Arthritis causes work limitations in the United States for 40 percent of people with the disease. Arthritis limits the daily activities of 21 million Americans. This includes 9.4 percent of the total adult population and 42.4 percent of adults with arthritis. There are 2.5 times as many women as there are men with rheumatoid arthritis (RA). The total annual cost of osteoarthritis (OA) per person living with it is approximately $5,700. Arthritis prevalence increases with age: 50 percent of adults age 65 and older have a form of arthritis. Arthritis annually results in: 44 million outpatient visits About 1 million hospitalizations More than 9,000 deaths

WHAT DOES THE CURRENT BRAND LOOK LIKE?

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

ADVERTISING

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

WHO ARE THE DIRECT COMPETITORS?

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

The American Cancer Society (ACS) is a nationwide voluntary health organization dedicated to eliminating cancer. Established in 1913, the society is organized into eleven geographical divisions of both medical and lay volunteers operating in more than 900 offices throughout the United States. Its home office is located in the American Cancer Society Center in Atlanta, Georgia. The ACS publishes the journals Cancer, CA: A Cancer Journal For Clinicians and Cancer Cytopathology.

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

Motion Piece - “Here’s to A World with Less Cancer and More Birthdays!”

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

History founded in 1938 non-profit organization location / U.S.A founded by president Franklin D. Roosevelt Purpose original intentions to fight the spread of polio (infantile paralysis). current intentions to promote the health and well being of pregnaent mothers and their babies. more specifically to improve the health of babies by preventing birth defects, premature birth and infant mortality. Where does the money go to? program and services support administrative expenses fundraising expenses Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

CELEBRITY SUPPORT

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

American Liver Foundation Mission Facilitate, advocate and promote education, support and research for the prevention, treatment and cure of liver disease. Their main objective is to get donations or volunteers. The liver processes what you eat and drink into energy and nutrients your body can use. The liver also removes harmful substances from your blood. Liver disease affects people of any age, race, and gender. The causes can be genetic, from alcohol abuse, poor diet, or autoimmunity.

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

FUNDRAISING

Liver Life Walk

Flavors Culinary Experience

Liver Life Challenge

Funds raised by the Liver Life Walk provides life-saving research, education, support and advocacy.

Flavors is an exclusive culinary experience in cities nation-wide. Each event showcases premier area chefs, who prepare, tableside, a five-course, gourmet dinner. The event honors individuals and corporations who have made significant contributions to the local liver disease community.

Run, bike or climb to support the fight against liver disease!

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

For over half a century, the National Parkinson Foundation (NPF) has focused on meeting the needs in the care and treatment of people with Parkinsonâ&#x20AC;&#x2122;s disease (PD). NPF has funded more than $180 million in care, research and support services.

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

THE FUTURE OF THE ARTHRITIS FOUNDATION

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

WHAT ARE THE CURRENT ISSUES?

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

• outdated CURRENT ISSUES WITH ARTHRITIS FOUNDATION

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

• outdated CURRENT • lack of awareness ISSUES WITH ARTHRITIS FOUNDATION

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• outdated CURRENT • lack of awareness ISSUES social media WITH ARTHRITIS FOUNDATION

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• outdated CURRENT • lack of awareness ISSUES social media WITH young adults ARTHRITIS FOUNDATION

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• outdated CURRENT • lack of awareness ISSUES social media WITH young adults ARTHRITIS - clinical presence FOUNDATION

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

• outdated CURRENT • lack of awareness ISSUES social media WITH young adults ARTHRITIS - clinical presence FOUNDATION

• misconceptions about arthritis

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

• outdated CURRENT • lack of awareness ISSUES social media WITH young adults ARTHRITIS - clinical presence FOUNDATION • misconceptions about arthritis - “an old person’s disease” Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

WHO IS THE NEW TARGET AUDIENCE?

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RESEARCH

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RESEARCH (cont.)

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RESEARCH (cont.)

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RESEARCH (cont.)

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RESEARCH (cont.)

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YOUNG ADULTS SHOULD BE THE NEW TARGET AUDIENCE, BUT WHY?

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WE DON’T WANT IT TO JUST BE “AN OLD PERSON’S DISEASE”.

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BECAUSE IT’S NOT.

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BECAUSE IT’S NOT. ARTHRITIS DOES NOT DISCRIMINATE.

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OUR AUDIENCE HAS A NEW VOICE.

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NEW VOICE OF ARTHRITIS FOUNDATION

The Arthritis Foundation gives me the tools to stand on my own, while still providing support and acknowledging my indepedence as an indivdual to regain confidence in all aspects of my life. They are dedicated to providing me with a support system and community, as well as the foundation needed to take back my life from arthritis.

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

EMPOWERING PASSION. Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

POSSIBLE HEADLINES

• It’s a joint effort. • I won’t take no for an answer.

• My life isn’t defined by my disease. • Reclaim your life.

• Take back your independence. • Stand on your own. • Regain your confidence. • I will not let pain dictate my life.

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

AFTER ESTABLISHING A VOICE, WE CREATED USER PERSONAS.

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JASON (YOUNG ADULT WITH R.A) “I don’t want to let pain dictate my lifestyle and choices.” KEY CHARACTERISTICS • Likes to stay active, like going to the gym or hiking and playing sports • Pain sometimes restricts him from what he really wants to do • Wants to live life like the rest of his friends do

BACKGROUND AGE: 20 EDUCATION: College Student CITY: Los Angeles JOB: Barista at Starbucks HOBBIES: Staying fit/active, Hanging out with friends, Cooking, Attending concerts SOCIAL NETWORKS: Facebook, Instagram DEVICES USED: Smartphone (70%), Tablet (0%), Laptop (30%)

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MOTIVATIONS • Does not want to have pain dictate the choices he makes • Avoid feeling embarrassed about having to tell his friends about his arthritis • Feel knowledgable about arthritis and how to treat his pain GOALS • Be able to communicate within same age group/ pain levels - find a community • Have a helpful mobile app • Find information quickly on the site/app • Meet other young adults with R.A. so he’s not alone and he has someone who understands FRUSTRATIONS + PAIN POINTS • Hard to talk about his arthritis to new girls he wants to date or his friends • Frustrating to sometimes just do normal tasks • Doesn’t want people to treat him differently • Most people don’t understand how young people can have arthritis

NARRATIVE • Jason likes to stay active; he tries to go to the gym regularly but sometimes his arthritis makes it hard for him to be consistent. • A lot of Jason’s friends also like to go hiking and invite him to come along, but he can’t always go due to his pain. • He worries about meeting new girls that he wants to potentially date because having that conversation about his arthritis and having them understand is sometimes difficult. • School and work are sometimes hard to attend on bad pain days. He can’t miss too many classes because he wants to do well in school, but sometimes the pain is too unbearable. • He would like to meet more young people with arthritis but is hesitant about joining a forum. He would rather meet people in person. • Because he’s on his phone more than his laptop, he would like to have an easier way to access information through his phone. (something more condensed than the website) • Overall, Jason does not want his pain to dictate his life and the choices he makes. He wants to live a normal life like the rest of his peers. 43

SAMANTHA (YOUNG ADULT WITH R.A) “I want to live a normal life.” KEY CHARACTERISTICS • Just got diagnosed with R.A. • Enjoys hiking, going to the beach, walking her dog • She really doesn’t want her pain to get in the way of her everyday life.

BACKGROUND AGE: 24 EDUCATION: Grad School CITY: Orange County JOB: Project Manager HOBBIES: Watching movies, Hanging out with friends, Going to the beach, Shopping, Being a foodie, Going to museums SOCIAL NETWORKS: Facebook, Instagram DEVICES USED: Smartphone (60%), Tablet (20%), Laptop (20%)

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

MOTIVATIONS • Wants to cope better with pain • Feel knowledgable about her type of arthritis • Feel knowledgable about advancements/treatments • Transition to her a lifestyle with support GOALS • Find easier ways to transition into new lifestyle • Find other young adults in her area with R.A. • Use social media to meet others with R.A. • Go to social events that would not cause too much pain or make it worse FRUSTRATIONS + PAIN POINTS • Forums aren’t that appealing on the site • Feels like she has to hide her arthritis • Embarrassing to talk about because people don’t understand • Sometimes needs to take more sick days off from work because of the pain

NARRATIVE • Samantha just got diagnosed with R.A so it’s been hard transitioning to her new lifestyle. • She told her boyfriend and her family and they are all supportive and are more than willing to help her get through this. • It’s hard to talk about with her close friends sometimes because they don’t understand how much pain she experiences. • She was active before and could do a lot of things, but after being diagnosed, she can’t do a lot of the normal things she did before. • Emotionally, it’s been a little hard for her, but Samantha is a strong person. • She would like to have a group of close friends that all share similar pain/experiences so she has someone who understands her and will be there for her when her family or boyfriend cannot. • She wants to adjust to her new lifestyle in a way where she can just ease into it. It will take some getting used to, but she just wants support from those around her.

TYPOGRAPHIC PALETTE

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

TYPOGRAPHIC ATTRIBUTES

ADJECTIVES • quirky

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

TYPOGRAPHIC ATTRIBUTES

ADJECTIVES • quirky • modern

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

TYPOGRAPHIC ATTRIBUTES

ADJECTIVES • quirky • modern • personalistic

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

TYPOGRAPHIC ATTRIBUTES

ADJECTIVES • quirky • modern • personalistic • humanistic

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

TYPOGRAPHIC ATTRIBUTES

ADJECTIVES • quirky • modern • personalistic • humanistic • geometric

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

TYPOGRAPHIC ATTRIBUTES

ADJECTIVES • quirky • modern • personalistic • humanistic • geometric

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

FONT CHOICES

TYPOGRAPHIC ATTRIBUTES

ADJECTIVES • quirky • modern • personalistic • humanistic • geometric

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

FONT CHOICES • circular

TYPOGRAPHIC ATTRIBUTES

ADJECTIVES • quirky • modern • personalistic • humanistic • geometric

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

FONT CHOICES • circular • interstate

TYPOGRAPHIC ATTRIBUTES

ADJECTIVES • quirky • modern • personalistic • humanistic • geometric

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

FONT CHOICES • circular • interstate • frutiger neue

TYPOGRAPHY STUDIES SANS SERIF

REG / BOLD

CIRCULAR

48/50

abcdefghijklmnopqrstuvwxyz123456 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456 ABCDEFGHIJKLMNOPQRSTUVWXYZ DESIGNER - LAURENZ BRUNNER (2013) - LINOTYPE FOUNDRY

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TYPOGRAPHY STUDIES

REG / BOLD

INTERSTATE

48/50

abcdefghijklmnopqrstuvwxyz123456 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456 ABCDEFGHIJKLMNOPQRSTUVWXYZ DESIGNER - TOBIAS FRERE-JONES (93-99) - FONT BUREAU

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

TYPOGRAPHY STUDIES

LIGHT / BOLD

FRUTIGER NEUE

48/50

abcdefghijklmnopqrstuvwxyz123456 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456 ABCDEFGHIJKLMNOPQRSTUVWXYZ DESIGNER - ADRIAN FRUTIGER & AKIRA KOBAYASHI - LINOTYPE

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

TYPOGRAPHY STUDIES HAND DRAWN

BRUSH / ACRYLIC

HAND DRAWN TYPE

48pt

DESIGNER - JONNY WOODS - BGE FOUNDRY

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

NEW COLOR PALETTE

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

YOUNG ADULTS

COLOR PALETTE ENERGIZING. MODEST. YOUTHFUL. RELIABLE

ENERGIZING. • Fun

• Modest,

• inspiring

• sophisticated

• loving

• insightful,

• youthfulness

• trustworthy

• action-oriented

• kind-hearted

• naivety and

• reliability

• joyful

• calming

• playfulness

• spiritual advancement

• enthusiasm

• anticipation

• commitment

• fascination

• helps clear the mind of

• happiness

negativity.

• creativity • determination • encouragement • stimulation

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

YOUNG ADULTS

COLOR PALETTE ENERGIZING. MODEST. YOUTHFUL. RELIABLE

ENERGIZING. MODEST. • Fun

• Modest,

• inspiring

• sophisticated

• loving

• insightful,

• youthfulness

• trustworthy

• action-oriented

• kind-hearted

• naivety and

• reliability

• joyful

• calming

• playfulness

• spiritual advancement

• enthusiasm

• anticipation

• commitment

• fascination

• helps clear the mind of

• happiness

negativity.

• creativity • determination • encouragement • stimulation

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

YOUNG ADULTS

COLOR PALETTE ENERGIZING. MODEST. YOUTHFUL. RELIABLE

ENERGIZING. MODEST. YOUTHFUL. • Fun

• Modest,

• inspiring

• sophisticated

• loving

• insightful,

• youthfulness

• trustworthy

• action-oriented

• kind-hearted

• naivety and

• reliability

• joyful

• calming

• playfulness

• spiritual advancement

• enthusiasm

• anticipation

• commitment

• fascination

• helps clear the mind of

• happiness

negativity.

• creativity • determination • encouragement • stimulation

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

YOUNG ADULTS

COLOR PALETTE ENERGIZING. MODEST. YOUTHFUL. RELIABLE

ENERGIZING. MODEST. YOUTHFUL. RELIABLE. • Fun

• Modest,

• inspiring

• sophisticated

• loving

• insightful,

• youthfulness

• trustworthy

• action-oriented

• kind-hearted

• naivety and

• reliability

• joyful

• calming

• playfulness

• spiritual advancement

• enthusiasm

• anticipation

• commitment

• fascination

• helps clear the mind of

• happiness

negativity.

• creativity • determination • encouragement • stimulation

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

WE CHOSE KEYWORDS TO DESCRIBE THE NEW LOOK AND FEEL

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

AND THEN CHOSE IMAGES THAT INSPIRED US –

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Informative

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Colloquial

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Direct

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Reliable/Honest

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Community-driven

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Clean/Minimal

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Clinical

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Fact-based

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Dynamic

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IMAGE TREATMENT

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IMAGES

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IMAGES

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EXAMPLE OF IMAGE TREATMENT

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POSTER DESIGNS

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GRAPHIC APPROACH

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PHOTOGRAPHIC APPROACH

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TYPOGRAPHIC APPROACH

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

MAGAZINE COVERS

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

september issue # 155

INTERVIEW

Shaquille O’Neal

COVER ARTICLE

september issue # 155

MANAGING YOUR SKI & SNOWBOARD RUITINE [ the diet, the gear, the techniques , and the workouts to keep RA down and your snow skills up ]

COVER ARTICLE

MANAGING YOUR SKI & SNOWBOARD RUITINE

FEEL BETTER IN SECONDS STAY IN CONTROL OF YOUR LIFE IN & OUT OF PAIN

[ the diet, the gear, the techniques , and the workouts to keep RA down and your snow skills up ]

FEEL BETTER IN SECONDS STAY IN CONTROL OF YOUR LIFE IN & OUT OF PAIN

NEAR FUTURE

"IT'S A JOINT EFFORT" FUNDRAISER

NEAR FUTURE

INTERVIEW

"IT'S A JOINT EFFORT" FUNDRAISER

Shaquille O’Neal

$7.99 USA / $9.00 CAN

FOUNDATION Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

$7.99 USA / $9.00 CAN

FOUNDATION

VIRAL VIDEO/ MOTION PIECE

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

MOODBOARD MOODBOARD

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YOUNG ADULTS

VISUAL STYLE

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

PROCESS SKETCHES

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PROCESS SKETCHES – STORYBOARD

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STORYBOARD

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APP/WEBSITE RESEARCH

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QUANTIFIED SELF APPS OPTIMIZE YOUR LIFE.

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QUANTIFIED SELF APP POSSIBLE FEATURES • “build your own life” tracker - able to • Improve your lifestyle by making track the things you want, according

better decisions through tracking

to your own needs

(health, diet, etc)

• Log your habits and health

• Set goals

• Track and manage your pain

• Encouragement through community

• Track mood to see what makes you happy

within app • Earn badges

• See if there is a relation or patterns between pain and activities/lifestyle choices • Sync your stats • See your progress • Discover your trends

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CURRENT WEBSITE PROBLEMS • Really cluttered • Way too much information on homepage • Not easy to navigate • Hard to really find exactly what you need • Too many articles on the side • Overwhelming • Needs more focus to lead the user into the site easily • Literally hundreds of pages of info • Photography is geared more towards an older audience in the RA section - “old people’s disease” • Needs to be simplified GREATLY. or broken down into more pages but not all displayed on one page Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

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WHAT THE PERSONA NEEDS FROM THE SITE • Do I have arthritis? • Symptoms to see what type of arthritis I could possibly have? • When should I make a doctor’s appointment and with what kind of doctor? • How to manage the pain SAMANTHA, 24

• How can I meet other people in my area with the same type of arthrtis? • How do I make a smooth transition into a life with arthritis? • More visuals and less text • I don’t want to read so much information.

• Better lifestyle choices

It’s overwhelming! Maybe videos? tutori-

• Forums to meet other people with arthri-

als?

tis

• AF Events near me

• Alternatives/Tips to cope with pain • Treatments/Home Remedies for specific types of arthritis

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WEBSITE INSPIRATION

Turn Key.

Electrik Intercore

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Arthritis Society

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WEBSITE SOLUTIONS

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Arthritis Foundation

Home Learn About Arthritis Research Take Action Resources Special Events About Us

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SOCIAL CAMPAIGN AND EVENTS

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POSSIBLE EVENTS

5K with a concert/after-party at the end This is an all ages event, old or young come together to celebrate life and music, while raising money for AF.

Arthritis Foundation AGS | Kevin, Murphy, Brittney, Jonny

Collaborative Event This event would focus on peoples’ passions (i.e. - art), and they can come together as a community to create something that will be auctioned off so the proceeds go to AF.

Gambling for Charity Charity gambling is the practice where typical gambling ‘games’ such as bingo, roulette, lottery, slot machines, etc. are overseen by AF. All of the proceeds would go to AF.

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THANK YOU!

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