Mõju is aimed at an elderly South Asian demographic suffering from dementia, including their carers and families. This was
a final year graphic design real world project.
I came up with the concept and idea, after volunteering at a local charity and seeing how much they do for the BAME (Black, Asian and minority ethnic) community, as this is an area, which is usually left out as they are thought to ‘look after their own’.

I thought there must be a way to help them,
as there seems to be a taboo on the subject compared with other cultures. After thorough research and testing, Mōju was developed - a bespoke sensory stimulation kit that provides a dementia sufferer a means to communicate by evoking the sense of nostalgia.

In colloquial Gujarati Mōju means waves and this word is understood by the older and younger generation. The strapline reads ‘Touch. Smell. See. Hear. Recall and Remember’ which is a quick way to get a feeling of what the product is about.

The Mōju logo is a representation of 2 people holding hands. It's there as a representation of a close knit family and caring circle, giving the sense of comfort and security.

I started looking into modern patterns influenced by Asian and Indian patterns. After looking at the Alzheimer’s society, I found that dementia sufferers recognise and react to brighter colours more. So with these 2 sets of influences I tested out a colour scheme and settled on red, gold, pink and orange.

The bespoke typeface has been through a lot of development. I started by looking at brain scans and comparing a scan against someone with dementia to someone without dementia, the ridges or blood vessels (the sulcus and gyrus) become thinner, showing more of a gap. This influenced my typeface, as I used a circle overlaid on the type, which became thicker in each set.

I then got to a place that I had taken it too far, which made the type illegible, so I took it back to 0.7 thickness at which point I took it all apart and then put it back together. The typeface is a representation of someone with dementia using my kit to help in communication by evoking the sense of nostalgia, helping with daily activities.

The website has patterns changing on the side of the screen as you scroll through, keeping everyone occupied as the caregivers fill in the sufferers details. As you scroll through the first lot of pages the word itself comes close

together as a representation of the family and caregivers coming closer to the sufferer to help them with the disease. With all the information given a bespoke sensory kit is created for the sufferer to use.

The icons are based around emotions and are there to help someone with dementia relate to these, especially after they forget something, someone can tell them why they chose certain expressions and emotions etc. These would then be compiled into a storybook, called 'Samarana storybook'. The back of the cards have the website details on the back along with the logo.

The Samarana storybooks have the icons inside with a phrase relating it back to the emotion icons. There is also a cut out of fabric on the outside of the story cards. These patterns have been created as a modern take on traditional Indian patterns.

The kit also includes, incense sticks, music/voices/sounds on a CD and a daily routine, which is designed for a caregiver to see the routine for the sufferer to follow. It is there for a non-regular caregivers to follow this routine and to make notes if needed. It also reminds caregivers of the website, in case anything needs to be edited or re-ordered.