How do you bring more dignity to aging?

Founded by MacArthur Fellow Anne Basting, TimeSlips is a non-profit committed to bringing meaning and purpose into the lives of elders through creative engagement. TimeSlips’ evidence-based approach inspires awe and joy in elders and their care partners.

We worked with Anne and her team to rebrand the organization, designing a brand system that feels playful and imaginative while remaining respectful. We collaborated with illustrator Violeta Noy to bring the design system to life across each brand touchpoint.

We then expanded upon our branding – and in collaboration with Anne’s team, Midwest Common, and Avanti – to create the TimeSlips Imagination Kit, a set of storytelling cards and prompts that helps people connect with those living with Dementia and Alzheimer's. Our process involved multiple focus groups and iterative designs to ensure the Kit would feel both functional and fun.

The Imagination Kit enables participants to shift from the expectation of memory to the freedom of imagination. There are no wrong answers, and TimeSlips invites you to let your imagination soar.

At a critical time, the branding and the Imagination Kits have broadened the reach of the TimeSlips brand and its mission. Isolation in our nation’s overwhelmed nursing home network has left America’s elderly and their caregivers absolutely desperate for tools to help them cope. The re-imagined brand we created with Timeslips has allowed their work to stand out confidently and shine like a beacon, offering creativity, engagement and joy during a period when it was most needed. Along with the Imagination Kits, our work has been incorporated into a book published in April ‘20 by Harper Collins and over 40,000 postcards sent out across the country to help create connection.