Studio Texture was approached by NCT, the National Childbirth Trust, to reimagine their brand for the first time in nearly a decade. NCT needed a contemporary, bold and inclusive identity that reflected who they truly are, not just a provider of antenatal classes, but a charity that campaigns, connects and shows up for every parent, on every step of the journey.

The starting point was a clear brand idea: For pregnancy, parents and progress. This single line captures NCT’s three core commitments: education and support, community and connection, and advocacy and systemic change.

The visual concept, Your Path, represents every journey to parenthood being unique. Visually, this is expressed through the brand’s hero graphic device: a series of brush strokes, bouncy and energetic for the highs, or smooth and gentle for the harder moments, representing each parent's individual path. The brush strokes bring warmth, movement and a human feel to every application.

The ‘c’ in the logo has been drawn to represent a parent and child, nodding to a logo from their archive, while feeling entirely fresh. A vibrant palette of coral, mulberry and a warm white brings warmth and confidence, supported by secondary blues and pinks. Two typefaces work together: Kindness Matters, a textured handwritten display face that injects personality into headlines, and Figtree, a clean geometric sans that carries information with clarity and care.

The result is a brand that can whisper and roar, from sensitive post-birth support content to bold parliamentary campaigning, all while feeling unmistakably like NCT. Ready to carry the charity through its 70th anniversary and beyond.