Bold new rebrand, and website for members

For more than 50 years, the Obstetric Anaesthetists’ Association (OAA) have been providing education and training for anaesthetists, midwives and other practitioners who care for people during labour. Based on our extensive experience working with similar organisations, we created their new charity branding, then designed and developed their new website.

The OAA’s branding had become very dated and did not reflect the progressive and valuable work they do. Everyone was using their logo differently, meaning the brand had effectively lost its identity. We carried out thorough research and held discussions with the client, understanding that their new branding would need to look clean, modern and professional. The OAA organise a lot of events, so their logo, colour palette and fonts needed to be bold, cohesive and easy to read when used in webinars, on meeting presentations or resources, and at conferences.

Creating a cohesive identity

We designed a logo that symbolises the advances that the OAA and their members strive for, with graphic brand elements created from the geometric shapes of the letters – a capital A becomes a chevron, suggesting progress, an O encircles a message or photo. For the supporting visual identity, we chose colours that felt calm, medical and friendly. Colour gradients symbolise the dispersion of anaesthetic and the easing of pain.

Due to the sensitive nature of their work (in birthing environments) it was important for the branding to work with or without photographs. We gave the OAA guidance on their use of photography, which we included in the brand guidelines we created for them. This went on to inform the photoshoot they organised to support the launch of the new brand with their own images, which they can confidently supplement with stock images where needed.

Building a new website

Once the branding was complete, we designed and built their charity website. We worked with the OAA to completely redefine the information architecture and user journeys, guided by the structure of their content, to enhance the overall experience for members of the site.

The site is fully integrated with Microsoft Dynamics, which allows members to join and renew their membership, access members-only content, and book places on the OAA’s events – all on-site.

We worked closely with their database provider, through the planning and data mapping, in order to seamlessly integrate the website with the database.