The Leontinka Foundation has a new visual identity and a new website with AR filters created by Ogilvy

07/06/2023

Ogilvy has created a new visual identity for the Leontinka Foundation and launched an interactive website with augmented reality filters where anyone can test their vision for different types of visual impairment. The dominant black colour has been replaced by a colourful visual style and the whole communication is now more personal thanks to the personification of the Leontinka Foundation in the character of a little girl. The new website was launched on 22 May and the Foundation has been using the new visual identity since the same date.

Ogilvy has created a new visual identity and website design for the Leontinka Foundation, which helps children and students with visual impairments. The colourful visual identity, with diary-like illustrations, is designed to evoke positive emotions.

"I believe that by communicating in a positive way we will show people how different life can be for the visually impaired when help is close at hand. Ogilvy has taken care of our visual style from the very beginning and the new concept is actually a kind of first present for the 18th birthday of the Leontinka Foundation."
― Barbara Hucková, Executive Director of the Leontinka Foundation
"In recent years we have been surrounded by a lot of negative events and the darkness is too much for people. That's why we decided to move away from the original black, which symbolises darkness, and choose pastel colours that evoke more positive emotions. We have not only brightened up the site with colours, but also with a more personal approach, thanks to the personification of the Foundation in the form of a little girl called Leontine. She guides you through the site and explains what the Foundation does and how you can help.
― Tomáš Belko, Executive Creative Director Ogilvy

The new website is designed to give potential donors and partners an overview of how the Foundation works, how they can help and where the money raised goes. The character Leontine guides visitors through the site with every click, deepening the relationship between the Foundation and its donors through personal communication. A new feature of the website is the AR filter. These allow anyone with healthy eyes to experience how vision is affected by different types of visual impairment, such as colour blindness, tunnel vision, glaucoma or visual field loss.

"Even for the blind, the world is not black and white. When we designed the website, we tried to make the Leontinka Foundation as accessible as possible to all people who could support it financially or otherwise. We wanted to show not only what it does, but more importantly for whom it does it. The aim is not to evoke pity or sympathy, but to inspire understanding and support."
― Jiří Korec, Head of Operations Ogilvy

Ogilvy has been a partner of the Leontinka Foundation since its inception. It creates pro bono communications campaigns for the Foundation, connects the Foundation with agency clients and helps with fundraising.

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