A new visual identity for the charity makes thoughtful use of typography and colour to help expand its audience.
Ovarian Cancer Action is one of the UK’s leading charities in the fight against ovarian cancer. Founded in 2005, it holds a global research conference every four years to share ovarian cancer research findings and connect with the best scientists. In 2009, they led the campaign for the Department of Health to recognise the four main symptoms of ovarian cancer, ending the myth that ovarian cancer is a silent killer.
However, the organisation needed a more distinctive voice in a crowded field and to amplify its crucial mission. So it turned to Revolt, part of Anthesis, a global consultancy that builds purpose-led brands and is known for its work for Mars, ABInBev, L’Oréal, Merrell, PepsiCo, Heinz and H&M.
Revolt’s work for Ovarian Cancer Action included everything from brand strategy to a complete overhaul of its visual identity. It was led by a predominantly female team across strategy, design, and from the client side.
Brief and brand concept
The charity was looking to reach a wider audience in order to raise awareness and inspire action, and this goal formed a central part of Revolt’s brief.
Through interviews, audits, and workshops, Revolt discovered that it was crucial to differentiate Ovarian Cancer Action in a visually similar space to that of ovarian cancer charities to effectively reach more people and expand their impact.
The agency developed its purpose statement – to give ovarian cancer the focus it needs for every woman to be a survivor – and crafted the tone of voice and visual identity to support this.
Visual elements
As part of the redesign, Revolt reimagined the charity’s logo. The ‘O’ is inspired by a widely recognised cancer symbol and incorporates elements of the cancer ribbon and a representation of an ovary.
Serving as the cornerstone graphic element, the logo seamlessly integrates into the logotype and is the primary source for much of the charity’s visual language. This cohesive visual language is evident throughout, from custom icons and image masks to website buttons.
In addition to creating visual differentiation, Revolt also focused on the challenge of crafting a tone that allowed the brand to be loud when driving fundraising and advocacy while providing empathetic guidance. This was achieved through a flexible typographic system and an illustration library created with illustrator Cécile Dormeau, whose work captures complex emotions and brings warmth to the brand.
Colour was another essential component of the rebrand. Teal, representing ovarian cancer, is at the core, ensuring both impact and memorability. The addition of a deeper teal shade, along with its tints and shades, distinguishes Ovarian Cancer Action from other ovarian cancer charities.
Shahina Ahmed, senior designer at Revolt, says: “Our predominantly female-led team, both at the agency and the charity, built on the inherent call to ‘action’ in Ovarian Cancer Action. The refresh reinforces their mission to make every woman a survivor and is a powerful rallying cry, emphasising the urgency for action.”
Caroline Steer, head of brand and marketing at Ovarian Cancer Action, adds, “Revolt’s collaborative approach delivered a look and feel that is contemporary and fresh but still has a connection to our original purpose. We have an ambitious goal of increasing 10-year survival rates by 2032.
“Not enough attention is paid to ovarian cancer, and women are dying as a result. Our refreshed brand will support us in making some noise and standing out so that more people listen: ovarian cancer needs investment right now.”
