Ovarian Cancer Action (OCA), the UK’s leading ovarian cancer research charity, is dedicated to raising awareness, funding research and advocating for better outcomes for women affected by ovarian cancer. The charity’s mission is to give ovarian cancer the focus it needs so that every woman can be a survivor.

Determined to make a significant impact in the fight against ovarian cancer, OCA partnered with global consultancy Revolt London to refresh its identity. The aim was to create a distinctive and impactful visual language that could effectively reach a wider audience, inspire action and support their ambitious goal of increasing 10-year survival rates by 2032.

Rebranding an organisation like OCA comes with its unique set of hurdles, particularly when aspects of the old brand are deeply entrenched in public perception. “There were aspects of the old brand that couldn’t be changed – primarily the association with the colour teal,” explains Creative Director Myron Darlington. This colour is universally linked to ovarian cancer awareness, similar to how the pink ribbon is synonymous with breast cancer. The challenge was to maintain this visual language while introducing elements that would make OCA stand out distinctively. This led to a comprehensive overhaul that included the logotype, colour palette, fonts, icons and even an illustration library.

Circular Std-Bold is used in the new logotype, set in uppercase to exude more confidence and authority than the prior wordmark. To represent ovarian cancer specifically, the design team integrated the cancer ribbon into the ‘O’ of the logomark. This subtle incorporation forms the shape of an ovary, combining the two symbols to enhance the logo’s meaning.

The typefaces used throughout the brand further enrich the identity. “Owners, a display font from MCKL type foundry, serves as the headline font, demanding attention and reflecting a sense of urgency,” Darlington elaborates. For subtitles, Revolt London chose P22 Mackinac Pro, a font with rounded terminals and humanist forms which provides “a balanced contrast to the dominant headlines,” he adds.

When it came to choosing the right illustrator for the project, Senior Designer Shahina Ahmed explains why Cécile Dormeau was the perfect fit – “Her distinctive style, and emotive, body-positive illustrations, perfectly capture the balance of fragility and strength that defines the journey of those affected by ovarian cancer.” Dormeau’s work brings a sense of empowerment and relatability to the campaign, humanising the subject matter and creating a deeper, more personal connection with the audience.

One of the most challenging aspects of the rebranding was striking a balance between loud advocacy and empathetic guidance. While the team initially felt compelled to imbue the design with a “sense of action, urgency and assertiveness,” they soon realised that it wasn’t appropriate, given “the more sensitive points of communication, sharing stories from women who have experienced ovarian cancer, or detailing research.” By pairing the brand’s type with a palette expanded from the key Ovarian Cancer teal hue – featuring a bright, bold, magenta and orange as accent colours – the brand’s communications can be impactful for fundraising, while still offering compassionate guidance.

Check out the full case study here