- Partner: Miscarriage Association
- Cause: Sexual & Reproductive Health, Mental Health
- Location: UK
- Brand & Content
- Digital & Tech
- Research & Strategy
Miscarriage Association was a trusted confidante to those who knew it, but it needed to establish a clearer identity among those who didn’t. Through research, strategy, visual identity, and verbal direction, we transformed the charity into Miscarriage UK: a warmer, more accessible brand, in which everyone affected by pregnancy loss could find validation and support when they need it most.
The challenge
Miscarriage is one of the most common pregnancy loss experiences, but it remains surrounded by silence. For many people, it’s a deeply isolating point in time: emotionally complex, medically confusing, and unsupported by wider systems.
The Miscarriage Association has decades of trust, expertise, and compassion behind it, but its name and identity didn’t fully reflect the scale of its ambition or the breadth of people it needed to reach. With women’s healthcare under growing scrutiny in the UK, the charity needed a stronger, more emotionally resonant brand.
We were tasked with evolving this organisation without losing the care, credibility and sensitivity that people already relied on, while creating an inclusive platform that better articulated the invaluable role it can play in pregnancy loss.
The solution
Shape History partnered with Miscarriage UK across brand research, audience insight, strategy, visual identity, and verbal direction, working closely with healthcare professionals, people with lived experience of miscarriage, and the partners of those affected.
At the heart of the work was a core framing idea: “held together.” This reflected two truths uncovered through the research: that every experience of miscarriage is individual, and that no one should have to go through it alone.
This idea informed the move from Miscarriage Association to Miscarriage UK, as well as a visual system inspired by crochet tiles, with each shape representing a family’s unique story. Together, they form a warm, protective patchwork that symbolises care, connection, and trust.
The new identity was brought to life through a new website, giving Miscarriage UK a clearer platform to support individuals, partners, healthcare professionals, and employers.
For those experiencing miscarriage, listening and validation can be as vital as practical support. Every person receives, responds to and carries their experience differently, which is why miscarriage must be met with empathy as well as evidence-based information.
By replacing silence with support, isolation with community and confusion with clarity, Miscarriage UK can offer compassionate guidance while helping people feel less alone, one story and one step at a time.
The colour palette balances deep, warm tones with lighter pastels, allowing the identity to flex between expressive, emotive feelings and quieter, more moments. Patterns, modular shapes, and colour blocks create a brand that holds different and conflicting feelings and narratives, while always centring compassion.
The shapes are inspired by crochet patterns – individual pieces that connect to form something whole. Eight core shapes layer and combine in countless ways, reflecting the many different experiences of miscarriage and creating a flexible visual system that can evolve over time, ensuring longevity for the brand.
The Miscarriage Association’s website rebrand embeds empathy directly into its user experience by replacing dense, complex information with a clear, accessible layout that facilitates effortless navigation for users seeking immediate support. By pairing this streamlined structure with the inclusive core message “Because every loss matters,” the platform ensures that all visitors – including partners and family members – feel instantly validated and met with clear, compassionate communication.
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