Founded in 1983, Miscarriage UK is the UK’s leading charity supporting people affected by the tragedy of miscarriage, ectopic pregnancy, and molar pregnancy. It also works with health professionals to promote best practices, conducts and contributes to research, provides training for employers, and has even helped change laws regarding bereavement leave.
Design agency Shape History created a new identity for the charity that uses crocheted squares as a metaphor for human connection and comfort. Each square has a different design representing a different, very human story. Knitted together as a blanket, the joined squares show how bringing together many resources can help people who are suffering.
What is notably missing from the new identity is anything clinical or medical. Instead, warm neutral colors and photos of real women leading real lives predominate.
