The Eve Appeal brand identity: clear, bold and inclusive design for women’s health
The Challenge
The Eve Appeal is the only UK charity dedicated to the prevention and early diagnosis of all five gynaecological cancers. With a proud history of groundbreaking research, the organisation is a trusted voice in women’s health. But as its mission, strategy and influence grew, the brand needed to catch up.
The Solution
Our approach was evolution, not revolution: refining the brand while amplifying its most powerful and memorable assets. At the centre sits the heart, reimagined from a motif to an idea, a bold and flexible graphic language that can stretch, repeat and reshape itself. Always different, always recognisably Eve.
The logo itself was simplified and sharpened, moving away from overtly feminine references that could be hard to decode and sometimes exclusionary. The new mark retains femininity but is clearer, more inclusive and easier to use across platforms. Paired with a brighter, more deliberate red, it now communicates Eve’s purpose with precision and confidence.
Project deliverables
Stakeholder interviews
Competitor analysis
Landscape mapping
External stakeholder workshops
Internal stakeholder workshops
Discovery insight summary
Creative development
Strap line, mission statement and brand values
Testing ideas with audiences
Final brand assets
Website design in Figma
Tone of voice
Brand toolkits
Brand training
Roll-out of the brand across print, merchandise and digital materials
Services
Brand strategy
Visual and verbal brand identity
Partnership
Since 2020
Around this, we built a modern design system: an accessible colour palette meeting AA/AAA standards, typography that is clear and direct, and hand-drawn lines and annotations that bring immediacy — balancing scientific rigour with human warmth.
Clarity was strengthened further with a new strapline, “The gynaecological cancers charity”, making Eve’s role explicit at first glance. For someone looking for answers about symptoms or their health, that instant recognition is vital. Combined with direct, stigma-breaking brand values and a clear tone of voice, the brand now speaks with authority while remaining open and compassionate.
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Our Approach
We used the double diamond design process to lead The Eve Appeal’s brand refresh. Opening up to discover the real challenges and audience needs, before narrowing down to define, develop and deliver a clear creative solution.
Our work was shaped by three core pillars:
Collaborative & co-created
The brand needed to be something everyone could see themselves in, from staff and researchers to people affected by gynaecological cancer. By co-creating, we ensured buy-in and built a system that reflects the collective voice of the Eve community.Creative & people-centred
We listened, mapped needs and used creativity to bring clarity and distinctiveness, building a brand that captures hearts as well as attention.Evidence-based & strategic
Every decision was rooted in insight. Through surveys, stakeholder interviews and workshops, we identified what was working, what was holding the brand back and what would have the greatest impact. This allowed us to prioritise changes, phase the work strategically, and maximise the budget.
The work was divided into four stages: Discover, Define, Develop, Deliver.
We began by auditing the brand, listening to stakeholders, delivering workshops and researching the wider context of the charity landscape and women’s health. Together, we defined the brand purpose, tone of voice, personality and brand values. We then developed two creative routes, tested them with cold and warm audiences, and refined the strongest into a final design system. Finally, we delivered a clear and practical toolkit and brand training, covering everything from the logo and colour palette to tone of voice and brand applications.The result is a brand the team feel proud of and excited to use, one that speaks with clarity, breaks through stigma, inspires supporters to donate, and empowers people to understand and take control of their gynae health.
“The refreshed brand is such a brilliant reflection of who we are and what we want to achieve – it is clear, accessible and impactful. It has helped to galvanise our team to sing with one voice, and present a bold and consistent vision.””
The result is a brand that is unmistakably Eve: clear, modern, accessible, and inclusive, able to flex across audiences from medical researchers to communities that have felt excluded from health conversations. It is now a brand the team feel proud of and excited to use, one that speaks with clarity, inspires supporters to donate and empowers people to understand and take control of their gynae health.
Creative Team: Strategy and design by Kath Simpson; Copywriting by Mark Harland; Illustrations by Evie Plumb, Pink Taco Design; website developer: Jason Scott.
