MRKH Australia

MRKH Australia is a newly established charity founded to provide support and connection to those impacted by MRKH - a congenital condition that affects up to 1 in 5000 women.

Usually identified in a person’s mid-to-late teens, MRKH causes variations in the development of the reproductive system, and its devastating impact on fertility can significantly impact a young person’s growing sense of identity.

Founders Kristiina and Ally reached out to me about developing a visual identity and website for their new community.

How we created a brand for a health-related cause

It was clear early on that a deep understanding of MRKH was required in order to develop a brand that would connect the hearts and minds of their community. The ladies provided me with meticulous background, data and research to kick off the strategy phase, and we backed this up with a session delivered to the four corners of the globe via Zoom, with Kristiina in Melbourne and Ally being back in the UK due to COVID-19.

Kristiina and Ally were really mindful of the importance of community consultation, and we factored an additional three strategy sessions with members of the MRKH community to bring a diversity of perspectives to the process.

From there, a set of brand values, proposition and purpose were refined. This lead beautifully into the development of our visual identity phase where a fresh and vibrant brand was explored via three preliminary concepts.

Scope of work

• Brand Strategy

• Community Consultation

• Key Messaging

• Logo and Visual Identity design

• Website Design

The creative

It was clear from our follow up session that the decision was unanimous: an eminently optimistic option, ripe with colour and energy leading with a strong message declaring “I am more than”. More than a diagnosis, more than a different version of an envisioned future: more than MRKH.

Here’s a preview of our work together: