UK childbirth injury charity MASIC rebrands to “support women, challenge stigma and drive change”

MASIC, the UK’s only charity supporting women with injuries from childbirth, has a new brand identity and website, designed and developed by us here at Two Stories brand consultancy and design studio.

The charity needed to create a stronger digital and commercial presence to reach a wider audience and engage healthcare professionals and partners to support the organisation.

Our approach included new brand identity, definition of the charity’s tone of voice, and the design and development of a new website, which moved away from being overly medicalised and instead focused on being approachable and inclusive for women affected by birth injury.

MASIC’s new branding communicates “supporting women, challenging stigma and driving change”, and the website will act as a hub for women needing help after giving birth and the years that follow.

The logo is loosely inspired by a speech bubble mark – echoing the idea of giving women a platform for their voices to be heard – and its variations, with the bold variety of colour combinations, makes MASIC louder, portraying its confidence and reaffirms the brand’s core purpose to challenge stigma around childbirth injury.

The premise of MASIC’s new flexible, diverse identity, with hand-drawn illustrations, is that MASIC helps a broad range of women, all with different childbirth experiences, and that needed to be represented in its brand.

Bekkie Hull, creative director and co-founder of Two Stories said: “MASIC are passionate about supporting women and making their voices heard to break the stigma around childbirth injuries. The charity came to us for consultancy on how they should develop a stronger digital and commercial presence and we have delivered an emotive, warm and supportive brand, featuring original hand drawn illustrations, that gives MASIC a compelling platform to advocate for women and change the lives of those injured during childbirth.”

Jen Hall, MASIC social media and website co-ordinator, said: “Our work raises awareness of some very difficult issues around childbirth that aren’t widely discussed and need to be approached with sensitivity and empathy. Right from the start, Two Stories understood the need to balance these issues with a warm, inclusive, and appealing brand. We couldn’t have asked for a more creative and empathic approach to the brief.”

“The website needed to act as a hub for women needing our support and Two Stories worked creatively and intuitively to deliver a visually appealing website that provides a lot of information in an interactive and user-friendly way. The team are a pleasure to work with and their enthusiasm and vision has delivered us a website that will now enable us to reach a much wider audience and meet our charity objectives going forward.”

MASIC’s new website is now live and the branding features on all the charities’ social channels and owned media. Two Stories is continuing to work with MASIC for ongoing design and brand communication support.

You can take a look at our portfolio piece on MASIC here.