Sickle Cell Society brand refresh
The Sickle Cell Society is a UK charity supporting people living with sickle cell disorder. After designing their first impact report,After working with the Sickle Cell Society on their 2025 impact report, the team realised their brand needed a refresh. It just wasn’t working for them any more. Stuck on a big black square, the old logo was limited, dated, and a bit of a pain to use across different materials.
The Challenge
Their branding wasn’t doing the charity justice. The logo only worked properly on a big black square, which made it dated and awkward to use across materials. The colour palette was also very limited, which left their visuals looking stale.
But this wasn’t a case for starting again. The team loved their icon and the orange and charcoal black that people already associate with them. The brief was to make the brand work harder without losing what was already theirs.
The Solution
A refresh, not a full overhaul. The icon stayed, along with the primary orange and charcoal black, so the charity doesn’t lose any of the recognition they’ve built up.
I tidied up the layout of the logo so that it sits properly across different materials and backgrounds. And I introduced new fonts to give the brand a more professional, confident voice. I also created a secondary colour palette to give their visuals the range they were missing, and put together brand guidelines so the whole team can use it consistently.
The Impact
The Society now has a brand that looks as professional as the work they do. The refresh paid off straight away: this year’s impact report was much easier to put together than the first.
“Bhavini took the time to understand my business and what I was trying to achieve”
Steve Button
Key Deliverables
Refreshed logo layout
New typography
Secondary colour palette
Brand guidelines