Case Study: Miscarriage UK creates a warmer, more inclusive pregnancy loss brand with Shape History

Miscarriage UK launches a clearer, more compassionate brand with Shape History

Miscarriage UK, formerly known as the Miscarriage Association, faced the challenge of overcoming the silence and isolation surrounding pregnancy loss. While a trusted organization, its existing identity did not fully reflect its scale or resonate with the broader audience it needed to reach. The charity partnered with Shape History for a comprehensive rebranding service to build a stronger, more emotionally resonant brand without losing its established credibility and sensitivity.

Shape History developed a new strategic framing of "held together," which led to the rebrand from Miscarriage Association to Miscarriage UK. The solution included a new visual identity inspired by crochet patterns to represent individual stories forming a supportive community, a refined verbal direction, and a clearer, more accessible website. This new inclusive platform better articulates the charity's role, helping to replace silence with support and confusion with clarity for those affected by pregnancy loss.

Miscarriage UK