Women’s Health Campaign
Bilingual campaign identity for Aneurin Bevan University Health Board
The brief
We aimed to develop a campaign identity for women’s health that felt warm, inclusive and empowering, while staying firmly aligned with ABUHB’s trusted identity. It needed to reflect real women and real experiences without stereotypes or clinical distance, and work seamlessly across Welsh and English – ensuring clarity, accessibility and consistency at every touchpoint.
Deliverables included the development of a campaign visual identity, supporting assets for launch, adaptable Canva templates for ongoing use, and a concise visual style guide to support future rollout and consistency.
Accessibility and bilingual thinking weren’t added later – they shaped every decision from the outset. Once the creative direction and final copy were agreed, we developed a flexible system of launch campaign assets and Canva templates, ensuring the identity could be rolled out consistently and confidently across both Welsh and English communications.
To support long-term use, we also created a concise visual style guide, giving the ABUHB team a practical tool they could return to as the identity and campaign messaging evolves.
The final identity was designed to feel warm, human, diverse and quietly confident. We moved away from stereotypical colour palettes and introduced a softer, more flexible system – one that feels inclusive, approachable and reflective of real women and lived experiences. Characterful typography was selected to balance clarity with personality, ensuring the tone felt engaging and welcoming while remaining fully accessible and compliant for bilingual use.
At the heart of the visual system is a simple abstract oval form – a flexible graphic device that can stand alone, repeat, shift in scale, or sit alongside messaging. Subtle and open to interpretation, it represents individuality, diversity, and the many different experiences of women’s health.
The result is a new identity that feels calm yet powerful. One that helps reduce stigma, encourages conversation, and gives ABUHB a flexible system they can build on with confidence.
“A massive thank you for all your hard work in turning this around so quickly. It’s a beautiful brand and we are incredibly excited to start using it.”
Scott Wilson-Evans ABUHB
