Revolt London pairs urgency and empathy to give new meaning to Ovarian Cancer Action’s identity

Ovarian Cancer Action (OCA), the UK’s leading ovarian cancer research charity, is dedicated to raising awareness, funding research and advocating for better outcomes for women affected by ovarian cancer. The charity’s mission is to give ovarian cancer the focus it needs so that every woman can be a survivor. Determined to make a significant impact in the fight against ovarian cancer, OCA partnered with global consultancy Revolt London to refresh its identity. The aim was to create a distinctive and impactful visual language that could effectively reach a wider audience, inspire action and support their ambitious goal of increasing 10-year survival rates by 2032. Rebranding an organisation like OCA comes with its unique set of hurdles, particularly when aspects of the old brand are deeply entrenched in public perception. “There were aspects of the old brand that couldn’t be changed – primarily the association with the colour teal,” explains Creative Director Myron Darlington. This colour is universally linked to ovarian cancer awareness, similar to how the pink ribbon is synonymous with breast cancer. The challenge was to maintain this visual language while introducing elements that would make OCA stand out distinctively. This led to a comprehensive overhaul that included the logotype, colour palette, fonts, icons and even an illustration library.