Celgene hired us to create a logo for their Multiple Myeloma Patient Support Program (MMPSP). This program provides assistance to the patients who are on either Pomalyst or Revlimid. The majority of there patients are over the age of 65. Trust and reliability are important to this demographic, to communicate that we used a serif typeface. Legibility can be an accessibility issue for an older demographic, so we used only bold weights and high contrast colours. The blood drop was added in as a modern element, to challenge the preconceived notion that design for older demographics can't be fresh and exciting.