Serviceplan wins at the AdForum PHNX Awards with Brand Identity for Friends of The Blind

Aldi Disney
Aldi Disney

Serviceplan wins at the AdForum PHNX Awards with Brand Identity for Friends of The Blind

Brand Identity for Friends of the Blind wins Silver !

Serviceplan developed a new Brand Identity and Brand Narrative for Friends of the Blind. One of unity and connection.

Since 1884, the association “Amis des Aveugles - Vrienden der Blinden” has cared for the blind and visually impaired in Belgium. Our objective was manifold: to create a strong, timeless, fluid, and coherent identity across all touchpoints (internal documents, social networks, signage, business cards, activity report, posters, etc.). This visual identity - due to the nature of the association - had to be readable and easy to use by the many people working in the organisation and its departments which also include visually impaired workers. Therefore we used forms that are easy to decode: two circles inspired by Braille. Two circles that form a symbol representing all communities and stakeholders involved: donors, families, guide dog trainers, and people from the association uniting with the blind and visually impaired community. All united around and connected by the care for visual impairments.

AdForum created the PHNX Awards in 2020 to celebrate the resilience of creativity. The 2023 edition awarded the most inspiring work in traditional categories as well as specific campaigns to promote peace.

As in previous editions, the 2023 PHNX Awards brought together a diverse jury of creatives, marketers, journalists, strategists, agency leaders and consultants – the only jury of its kind.

Discover the case movie below!


An Rietjens & Tony Naudts-Ducène (Creative Leaders)
Marc Thomasset (AD)
Nathalie Strybos (Copy)
Denise Hermo (Designer)
Denis Roumegoux (Graphic Designer)
Benjamin Gaspart (Graphic Designer)
Natalia Oyarzun (Graphic Designer)

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Nancy Delhalle

Chief Marketing Officer

+32 2 774 01 00