Genomics England brought me in to work with their Newborns Programme, starting up a new study called The Generation Study. The brief was to provide the study with an approachable and friendly brand that would be seen on merchandise, printed materials, presentations and sampling equipment in hospitals across the UK. There was also design collaboration with a product designer for the website too. All these products needed to appeal to all parents having new babies, keeping it within accessibility guidelines and inclusive to all audiences. The brand had to be something that worked for the public.