The "It Takes a Village" initiative is a large-scale project born from a strategic collaboration between the King Baudouin Foundation and Iriscare. Launched in the wake of a major legislative reform (led by Minister Alain Maron), the project aims to radically transform the care culture in Brussels' nursing homes.

The objective is twofold:

• Human: Moving from a hospital approach to a "living space" approach focused on the well-being of the elderly (models Tubbe and Montessori).
• Societal: Breaking the isolation of institutions to open them up to their neighbourhood, thus creating a true community ecosystem — a "village".

The agency's intervention consisted of translating this philosophy of care into a complete graphic ecosystem, capable of mobilising both professionals and the general public.

• Visual Identity & Branding: Creation of a logo and a modern, warm graphic universe. The design uses organic shapes and a welcoming colour palette to destigmatise the often austere image of nursing homes.
• Digital & Web Design: Design of the interface for the site itav.brussels. The focus was on user experience (UX) to make the training and coaching offer (5 change pathways) clear, smooth, and engaging for the care staff.
• Institutional Communication: Development of strategic materials (presentations, educational tools, reports) for the King Baudouin Foundation and Iriscare.
• Multilingual Engineering: Native design in a bilingual version (FR/NL), ensuring message consistency and perfect accessibility for all stakeholders in the Brussels-Capital Region.

The deployment of the visual identity played a catalytic role in the project's success from its launch in April 2024.

• Credibility & Adoption: The design provided an immediate professional showcase, facilitating the acceptance of the new financial support system by the management of nursing homes.
• Impact of the Launch: The graphic consistency helped clarify the stakes of the reform of accreditation standards (coming into force in September 2024), making the abstract concepts of "cultural change" tangible and inspiring.
• Accessibility: Thanks to an intuitive web platform, nursing homes can now access tailored support for free, reinforcing the role of "village" and community promoted by the initiative.