How do you communicate with a loved one who lives in a different reality? Someone who is present physically, but not mentally? The CRDL converts touch into sound, facilitating a new form of contact between people who find communication and social interaction difficult – such as people with dementia, autism or another mental disability – and those close to them. We helped CRDL develop and strengthen their product branding, positioning and messaging. Through research and creative sessions with the client, we compiled an effective integrated communication plan. Its core is the belief that everybody deserves personal care and humane, dignified contact, at every stage of life. This concept was ideal for developing an emotional corporate story and placing the CRDL in a human context.