The designs feature the Great Tit and Great Horned Owl—chosen for their playful nicknames (Tits and Hooters) and their symbolism of strength, resilience and beauty. The logo reflects both a bird in flight and the female form, representing pride and freedom.
The strategy was driven by research and insight gained from conversations with staff and patients, where Birds & Boobs was developed as a sub-brand to enable those not wanting to engage with the powerful brand messages to still feel connected to Breast Cancer UK.
Typography plays a key role, with Bayard—a typeface rooted in activism—reinforcing the brand’s bold messaging and featured in versions protesting against endochrine disrupting chemicals (which have been linked to cancer). Alongside graphic prints, handmade drypoint-etched designs were introduced, with the Great Tits print proving a bestseller.
We’re excited to see Birds & Boobs grow with new editions planned, continuing to spark conversations and make an impact.
The design balances simplicity and warmth, using a clean, minimal aesthetic with gender-neutral character illustrations to make complex information feel approachable. Accessibility was a key focus, with careful attention to typography, contrast, and structure to support intuitive reading, particularly for neurodivergent audiences.
Freely available online, the guide quickly reached thousands of readers, receiving positive feedback from individuals, therapists, and the wider neurodivergent community. The project highlights the role of thoughtful, human-centred design in creating resources that are not only useful but also welcoming and empowering.
Fair Education in 2024: Priorities for a New Government
Originally intended as a conference manifesto, this report evolved in response to the general election. Using clear infographics and a bold visual language, it highlights urgent educational inequalities and policy recommendations.
“The Priorities report was widely praised for its clear recommendations and collaborative opportunities, doubling engagement from the previous year and increasing website visits by 73%.” – Fair Education Alliance
Impact Report 2023–24
Designed to complement the Priorities report, this annual review presents the alliance’s progress, achievements, and ongoing challenges in a compelling and accessible way.
By developing a cohesive design language across both reports, we helped amplify FEA’s message, ensuring clarity, accessibility, and impact.
The brand identity reflects this ethos, using Jeko, a typeface by British designer Ellen Luff, chosen for its accessibility and distinct personality. The logo mark gradually fills up, mirroring the concept of nourishment, while BCUK’s typeface, Lato, complements the design.
The launch event in January 2025 at Carousel, London, featured renowned chefs Rachel de Thample, Gemma Ogston, Bettina Campolucci Bordi, and Camille Vidal, who served a specially curated menu to journalists, nutritionists, and industry experts. A launch pack, featuring recipes, hosting tips, and conversation starters, supports the initiative as it begins in people’s homes—with exciting plans for future restaurant takeovers. We are so excited to see the impact of the brand in the months ahead.