When acceptance isn’t acceptable


In London, we’ve been working on a rebrand that’s close to our hearts. One that tackles a problem you’ve heard about, but probably thought wasn’t all that serious — arthritis.

We say this because, honestly, we thought that too. Until we learned that arthritis affects millions of people in the UK every day. That it takes away people’s ability to work, walk, see, even to carry out the most basic tasks. And that it strikes indiscriminately, regardless of age, political leanings or whether you take milk in your coffee.

Working alongside our partners M&C Saatchi London, we created a brand that could help bring about society’s acceptance of arthritis, by showing the raw, confronting reality of what living with the disease looks like — as well as showing hope for the future. 

The new brand identity and name — Versus Arthritis — represent the collective pressures, but also the power, of the people working together against the condition: carers and campaigners, researchers and runners, listeners and supporters, all constantly fighting back. 

The power of the people Versus Arthritis.

Full case study coming soon.

Commissioned illustrations by James Joyce
Commissioned photography by Sophie Harris-Taylor
Commissioned photography by Christian Sinibaldi