A distinct rebrand for a leading charity

As the UK's leading charity funding research into miscarriage, stillbirth and premature birth, Tommy’s needed a brand identity that clearly and compellingly communicated their positioning and long-term ambitions. They also needed a sub-brand created for their pregnancy information service so more people could benefit from its midwife-led advice.

The creative challenge was how can we shift Tommy's from being seen as a functional, research-focused charity to an inclusive and emotive brand – whilst still building trust through expertise. Our solution was to create a new brand identity for Tommy’s that felt more human and supportive whilst still showing Tommy’s strong commitment to reducing the numbers of babies lost during pregnancy. The graphic language of the new brand was based on a set of layered curves. Their overlapping nature symbolises Tommy’s supportive work and alludes to the ups and downs of the pregnancy journey. The soft, curved style is a nod to Tommy’s previous visual language, based around the the idea of ‘the bump’.

The new branding stands out in the sector and brings a lot more personality and warmth to the charity. Tommy’s also have a lot more consistency across their platforms and the new tone and language equips their team to talk about the about the work of the charity in an engaging and caring manner.