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Project
13th International Coeliac Disease Symposium 2009 corporate campaign

Commisioned by
Leiden University Medical Centre

Description
The complete identity and campaign visuals were designed on the basis of our interpretation of coeliac disease:

Coeliac disease is a disorder caused by so-called 'gluten'. These are proteins, found in grains such as wheat, barley and rye and make bread sticky and tasty. Coeliac disease patients cannot tolerate these gluten in their diet. If they eat food that contains gluten this has severe consequences for their small intestine. As the intestine absorb nearly all food, it is important that its surface that is in direct contact with food, is as big as possible. To arrange this the intestine has a surface that looks like many fingers (so called 'villi') that point upwards. When coeliac disease patients eat gluten, these villi disappear.

Our visualisation refers to these villi. At the same time the visualisation reflects a fields of grain, that is influenced by wind.