{"id":12997,"date":"2025-07-30T11:31:20","date_gmt":"2025-07-30T04:31:20","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/the-team-creates-new-identity-for-pregnancy-and-baby-loss-charity-sands\/"},"modified":"2025-07-30T11:31:20","modified_gmt":"2025-07-30T04:31:20","slug":"the-team-creates-new-identity-for-pregnancy-and-baby-loss-charity-sands","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/the-team-creates-new-identity-for-pregnancy-and-baby-loss-charity-sands\/","title":{"rendered":"The Team creates new identity for pregnancy and baby loss charity Sands"},"content":{"rendered":"

The Team<\/a> has created a new visual and verbal identity for Sands, one of the UK\u2019s leading pregnancy and baby loss charities.<\/p>\n

Founded in 1978, Sands supports families and others affected by baby loss, and funds research to prevent baby deaths in the future. In 2023\/24, 760,000 people accessed its support and advice services, and Sands was involved in 90 research studies alongside bereaved parents.<\/p>\n

The challenge for the charity was that these two parts of its mission didn\u2019t always sit easily together in its branding and communications.<\/p>\n

Initially Sands commissioned The Team to carry out a consultation, to see where its existing identity wasn\u2019t working. From those conversations, it emerged that a new look and feel was needed to \u201cbetter reflect the ambition and breadth of Sands\u2019 work.\u201d<\/p>\n

\u201cWe needed to do something new in order to make the impact that we wanted to make,\u201d says Alexis Aggett, creative and design lead at Sands. \u201cThe initial part of the project was exactly how we usually work \u2013 listening to people, and finding out what needs to happen for real change to be made.\u201d<\/p>\n

The Team\u2019s new identity for Sands on a brochure<\/p>\n

Over the course of 18 months, they ran surveys, workshops and created a steering group to gather as much information from the community as possible. In the end, more than 10,000 pieces of feedback, from thousands of different people, fed into The Team\u2019s work.<\/p>\n

On the one hand, they discovered that 24% of people who had experienced baby loss had never heard of Sands. On the other hand, those people who did know Sands sometimes felt unable to access the support it offered.<\/p>\n

\u201cIf someone\u2019s experienced pregnancy loss, we don\u2019t want them to be questioning if the gestation is far enough along for them to have support,\u201d Aggett says. \u201cEveryone deserves to have their voice heard, so that they can make a difference.\u201d<\/p>\n

Sometimes, this very personal, human side of the brand took a back seat to its campaign work.<\/p>\n

\u201cThe insight part of the charity was very much at the fore, compared to the more emotive, community part,\u201d says The Team design director, Ryan Miller. \u201cThat\u2019s a big part of who they are, but it just wasn\u2019t coming across.\u201d<\/p>\n

Miller explains that sometimes the identity could show up in a jarring way, because the tone with which they championed the great policy work they do could feel \u201cdiametrically opposed\u201d to what grieving parents needed, or expected.<\/p>\n

He says it was key that the listening exercise didn\u2019t \u201cshy away from\u201d the very sensitive, emotional nature of baby loss, and the team found that often, \u201cthe strongest advocates in the room were the ones that had been on the most traumatic bereavement journeys.\u201d<\/p>\n

The aim was to \u201creconcile\u201d those audiences and draw a line between the two experiences. \u201cThat level of in-depth research gave us the knowledge and understanding that meant we could design with confidence,\u201d Aggett says.<\/p>\n

The Team\u2019s new identity for Sands<\/p>\n

While making the required changes, they also needed to bring people with them for whom the old brand still meant a great deal. Internally, they referred to the work as a \u201cbrand strengthening\u201d exercise, rather than a brand refresh, because they found this resonated more strongly with internal stakeholders.<\/p>\n

The previous logo, showing a foetus with a teardrop, was found to be \u201cquite divisive\u201d but it \u201chad acquired a huge amount of emotional cachet, because of its longevity,\u201d Miller explains.<\/p>\n

The new symbol is more abstract \u2013 some people see a heart, some see the outline of a baby in the negative space, others see a speech bubble.<\/p>\n

\u201cThe ambiguity of the mark is its strength,\u201d Miller says. \u201cIn the testing phase, those audiences that needed to see the support tended to see the heart. The audiences who were wanting to be more vocal around baby loss, they see the speech bubble.\u201d<\/p>\n

The typeface used for the wordmark is a custom version of a MADE font, which Miller chose for its \u201cnatural geometry\u201d and \u201csoftness in the detailing.\u201d<\/p>\n

The name is moved into lowercase, with the two bookending \u2018s\u2019 letterforms representing \u201csaving\u201d and \u201csupporting,\u201d the two main strands of Sands\u2019 work.<\/p>\n

The Team\u2019s new identity for Sands<\/p>\n

Miller says Aggett pushed The Team to ensure that warmth and humanity showed up across every visual touchpoint. The colour palette is bright and soft, most of the shapes have rounded edges, and texture is used to ground the identity.<\/p>\n

They also did a lot of work on the tone of voice, to land on something that could engage both parents and policy-makers, medics and researchers.<\/p>\n

\u201cThe primary focus was to make our language more relatable and make our mission, our values, and how we work clearer and more succinct,\u201d Aggett says.<\/p>\n

The new look has been rolled out across the Sands website and digital channels, but its print and other IRL components will be updated on a rolling basis, to make the changes as sustainable as possible and use the charity\u2019s funds responsibly.<\/p>\n

But, Aggett says, they are already seeing the impact of the new branding.<\/p>\n

\u201cWe knew there was a lot we were doing right, but it wasn\u2019t necessarily translating to who was talking about us and who was coming to us,\u201d she says. \u201cThe wonderful thing is that those conversations have already started to happen.\u201d<\/p>\n

Aggett says that research has shown that half of the UK adult population have been affected, directly or indirectly, by pregnancy or baby loss. \u201cThis is not a niche subject, and so it\u2019s important that we normalise conversations about it,\u201d she says.<\/p>\n

Miller agrees, and says they want to lessen the taboos in the same way mental health awareness has transformed over the past 15 years. \u201cWe want to get to a point where it\u2019s a lot easier for anyone who\u2019s affected to talk about it.\u201d<\/p>\n

The Team\u2019s new website for Sands<\/p>\n

<\/a>
\n<\/a><\/p>\n

\nWhat to read next: <\/strong>North creates redacted new identity for Somerset House<\/a> | Wildish & Co creates brand for safe nude-sending app Linq<\/a> | SomeOne gives St John\u2019s College Cambridge a cinematic new identity<\/a> | Design Bridge and Partners create kintsugi identity for Gen-All<\/a>\n<\/div>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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