Menopause Support Rebranding

Roles: Creative Direction, Graphic Design, Ilustration
Client: Menopause Suppport
Agency: Mere Mortals
Animation: Philippa Brawn

As a passion project at Mere Mortals during Menopause Awareness Month, I led the rebranding of the Menopause Support charity, reimagining their style and tone of voice. From concept to execution, I designed the brand’s new identity and created all the illustrations, ensuring consistency across every touchpoint. The goal was to raise awareness, advocate for better education for GPs, workplace support, and early education in schools. This project aimed at giving the charity a bold new voice to help break the stigma and support women going through menopause.

The challenge

Menopause impacts nearly 50% of the population, with about 13 million peri- or post-menopausal women in the U.K. Currently, one-third of women experience menopausal symptoms, yet there’s a shocking lack of support and education. Medical students will only begin learning about menopause this year (2024). Many women report needing multiple GP appointments before their symptoms are recognized, and antidepressants are often prescribed instead of HRT.

The goals:

1. Improve GP Education: Enhance training on menopause for healthcare professionals to better support women.

2. Workplace Awareness: Encourage employers to establish menopause guidelines, as one in ten women leave their jobs due to symptoms.
3. School Curriculum Integration: Introduce menopause education in PSHE for all teens, fostering understanding and empathy about this life stage.

Ageing is not just a process of loss but of accumulation.

For this rebranding I’ve decided to explore the angle looking at menopause as a signature of empowerment, of growing into a new era of strength and influence, and reclaiming this time as beautiful, fruitful and powerful. In some cultures when a woman reaches menopause - she can join the elders who rule the tribe, to share her knowledge and wisdom with others. I researched Jungian ‘wise woman archetype’ explored by Clarissa Pinkola Estés and Jean Shinoda Bolen, along with great reads about menopause by Diane Danzebrink and Maisie Hill. I incorporated ancestral and folk motifs in the visual identity to reflect the tradition of passing the knowledge from woman to woman - which is still the case, given the shocking lack of support from healthcare. To highlight the beauty and fruitfulness of this phase I used symbols like seeds, fruits, and flowers to represent growth and the sharing of knowledge.