BHF / Visual Identity

MY ROLE / CONCEPT / ART DIRECTION / GRAPHIC DESIGN / CREATIVE DIRECTION

I led the transformation of the British Heart Foundation’s brand to address a lack of consistency and cohesion across platforms. The organisation’s visual identity and tone varied significantly between physical stores, campaigns and digital channels, creating a disjointed experience for audiences.

I directed the development of a unified brand framework, including a cohesive visual language, refined tone of voice and flexible design system. Every element—from typography and colour palettes to campaign storytelling—was crafted to build credibility, evoke emotion and connect every interaction back to the organisation’s driving force: lifesaving scientific research and the irreplaceable value of the heart.

The new brand framework established clear “brand furniture” that ensures consistency while allowing flexibility for future growth. It has strengthened the British Heart Foundation’s position as a trusted, inspiring organisation and embedded a greater sense of urgency and purpose across all communications.

Gradient background with soft orange and pink hues
Illustration of a person with arms raised inside a large red heart, with a heartbeat line at the bottom.
A young girl sitting on a bed holding a stuffed animal, with decorative pillows and plants in the background.
Red text saying 'Hey' on a white background.
Red square icon with a white heart outline and a heartbeat line beneath it.
Two women hugging smiling at a race event, with a large red and white event logo in the background.

At the core of this transformation was the idea that every aspect of the brand should always link back to its driving force—scientific research—and reinforce the precious nature of the heart.

Before

AfTER

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