Memory Matters
Dementia friendly design
Just Enough Brave and Altitude Design launched The Good Business Fund 2023, and one of three outstanding recipients, was Plymouth's Memory Matters, a CIC that provides incredible support for individuals with memory loss and dementia throughout the Southwest. Alongside their vital work, Memory Matters also runs Moments Café in the city centre, with profits helping to fund their initiatives.
Memory Matters had a dated identity and website, and Moments Café lacked the inviting "coffee shop" feel that could attract more visitors so we worked closely with co-founder Kate Smith and her team to create a refreshed identity system that worked for both the charity and the café.
Transforming
an identity
Memory Matters had a dated identity and website, and Moments Café lacked the inviting "coffee shop" feel that could attract more visitors so we worked closely with co-founder Kate Smith and her team to create a refreshed identity system that worked for both the charity and the café.
We used dementia-friendly fonts and color palettes, developing a creative concept based on Memory Matters’ expertise in Cognitive Stimulation Therapy. Next up, we designed and built a modern, responsive website for Memory Matters. The new site highlights the charity’s impactful work and showcases the nostalgic charm of Moments Café.
The final phase of the project was transforming the Moments Café branding into new signage and menus, aimed at increasing foot traffic.
Numbers that
make a difference
The café now has the inviting, vibrant “café culture” feel it was missing, and staff have already noticed an increase in customers. Since all profits from Moments Café go directly back into supporting Memory Matters' work, this has been an absolute success.
The numbers truly tell the story. Footfall to the newly rebranded café increased by 21% in six months. In a challenging retail environment, especially while Plymouth’s city centre continues to undergo major refurbishment works, that level of growth is significant.
Even more importantly, café profits increased by 7% in the same period. Today, Moments Café is a much busier and more vibrant community hub. Families, carers and local residents use the space regularly, and the organisation now has a stronger platform to connect with people living with dementia and provide vital support earlier.
