Living with type 2 diabetes can be relentless, yet its long-term nature can make it easy to ignore. Research revealed two distinct experiences: people in denial of their condition, and those for whom managing diabetes became an all-consuming part of everyday life. Hard-hitting messages weren’t the answer. Instead, the opportunity lay in reflecting people’s lived experiences with empathy and understanding.

We developed a powerful proposition: ‘Diabetes is relentless. So are we.’ Rooted in audience insight, it captured the daily reality of living with diabetes while expressing the charity’s unwavering determination to fight it. The proposition was designed to inspire support and encourage donations, funding work that helps people navigate the everyday challenges of the condition.

The proposition became the foundation of a bold, flexible visual identity. Layered pages and overlapping frames represented the many thoughts, tasks and worries that build up when living with diabetes. Designed to work as both static imagery and animation, this device created a distinctive visual language across communications.

A new headline typeface brought confidence and impact, balanced by a hand-drawn quality that felt human and approachable rather than clinical or intimidating. A simplified palette of cyan, navy and orange added clarity and consistency, giving the identity the flexibility to work across multiple channels.