NPUK Rebrand

Supporting an inspiring charity

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Niemann-Pick diseases are a group of rare, inherited lysomal storage disorders that can affect both children and adults. Niemann-Pick Disease Group UK is a charitable organisation dedicated to making a positive difference to the lives of those affected by these complex and devastating diseases.

When we were asked by the charity to help with their rebrand, it was critical we developed a detailed understanding. We spent time with the team learning the challenges and impact of these diseases. We met families. And we interviewed clinicians, nurses, drug companies and researchers.

We recommended a new, more simplified name, NPUK, and developed a brand identity that would enhance brand awareness, improve recognition, and enable them to communicate with confidence in the hugely competitive charity sector.

The new logo represents the sun, a symbol of warmth and positivity — key values the charity wanted to convey. To support this, we developed a library of new photography featuring families affected by Niemann-Pick and designed and produced a range of communications as well creating brand guidelines to help the team activate the brand day to day.


  • Brand strategy
  • Naming
  • Brand identity
  • Brand voice
  • Copywriting
  • Design
  • Photography
  • Brand guidelines