Whilst it was clear that the existing visual identity could be evolved and made more flexible to accommodate this breadth of activities and audiences, the most critical factor for success would be enabling all programmes to express their agenda and to have meaningful input in defining the solution.
Creating the space for each party to be heard and to listen and understand the argument of other advocates ensured that the rationale for the final decision could be respected, even if it was not what they had advocated for themselves.
Following exploration of potential brand architectures, the existing visual identity was evolved to allow greater variety and tone for different situations. Whilst still remaining as one brand.
The abstract shapes featured in the existing logo were used as the foundation for a full graphic system. Combined with a wider, softer colour palette and range of visual assets, this system is used to create communications which are more relevant and responsive to their context – whether it be for researchers, for parents of newborn children, or for communities who are under-represented in, and cautious of, such research.