This phase was about getting under the skin of the Breast Cancer Now brand's existing application, rooting out any accessibility issues (for example with palette or type), understanding how it was resonating and how it might better serve their target audience groups. I then went on to develop some ‘how might we…?’ statements to guide exploration into the development of the brand to create an accessible, inclusive digital expression that would resonate with all their audience groups.

Guided by our 'how might we...?' statements, I suggested we begin with creative explorations, exploring how to build out a new, accessible, inclusive visual language that would speak to all audience groups. This work touched upon palette, typography, visual language and interaction design with a view that Breast Cancer Now's brand personality should shine through on any page, no matter where the user is, throughout the experience. These explorations were played back during a collaborative workshop, alongside other activities to establish a united ambition for the digital expression of the Breast Cancer Now brand and the experience as a whole.

Making that time and space to play meant we could really explore how to expand upon the existing brand visual language. Working collaboratively with key stakeholders from Breast Cancer Now’s brand and digital teams, I oversaw the development an exciting, bold and accessible creative direction, ultimately bringing their brand to life through a pattern library that ensured they will be well equipped to deliver on their vision and connect with the audiences they were previously underserving.