According to the World Federation of the Deaf, there are approximately 72 million deaf people around the world. More than 80 percent live in developing countries. In Puerto Rico in 2010 a population of deaf and hard of hearing people was estimated to be over 150,000. In 2018 the number increased to 218,495 deaf and hard of hearing people, many of them are children and underage students who do not have the financial means to obtain hearing aids.

The Plug The People Foundation was born out of the need to provide hearing equipment to children and underage students for a better quality of life and a successful performance in their educational training. To create the Plug The People brand it was necessary to empathise with the target market, children and under-age students with limited resources. The brand was designed to contain all the elements involved: ears, hearing aids, sound waves and a happy face. The shapes are organic as if a child were to draw them, the typography is friendly, clear and mixes the elegant with the playful, the smile is a strong element in the brand as it connects with the slogan “Smiles that can be heard”.

The deliverables are made up of: Manual of guidelines and graphic forms of the brand. Promotional items such as canvas bags, pins, stickers, flags, t-shirts, hats, mugs.External communication such as Mupis, Posters, Billboards, led screens, banners. Stationery such as letterheads, business cards, postcards, letter envelopes, and folders. Digital material such as presentation templates for Power Point and Keynote, signature for email, among others. Social media material such as profile photos, Facebook covers and post templates and finally the design for a box of hearing aids.

Since the brand is new, we cannot yet measure the response of the target audience, but the client (the Plug the People Foundation). We have been able to exceed the client’s expectations. We obtained a happy and satisfied client, with great enthusiasm to continue working with us.