We’re all bumping along together
Lifecraft supports people across Cambridgeshire and Peterborough with their mental health, but their brand and website didn’t reflect the care they offer. Disjointed design, unclear messaging and a clunky site were getting in the way of connection. We worked closely with their team and community to create something calmer and more connected. Now, their identity and site offer the support Lifecraft always has.
The team: Frog Morris, web developer; Chloë Roach, strategy direction; Oscar Park, design direction.
Impact over eight months
62%
growth in active users
33%
increase in support & volunteer page visits
13%
more Lifeline helpline page visits
The old brand
![Image 1]](https://oschdesign.com/wp-content/uploads/2025/07/image-1.png)
The existing identity, while full of love, was showing its age and being used in all sorts of ways. The boat illustration (which was, undeniably, just a boat) wasn’t helping much either. But the bigger issue was inconsistency: the logo was tricky to use, the strapline was long-winded, and their support helpline, Lifeline, felt totally separate from the core brand. Things kept drifting off course.
Colour palette
We brought in a calmer, more grounded set of colours—shaped by conversations with Lifecraft members about what actually feels calming. But this isn’t a one-mood brand. Lifecraft also runs creative sessions, fun days and community events, so we made space for pops of brighter colour where it felt right. For services like Lifeline or their suicide bereavement support, the palette shifts to something more muted and considered. The result is a flexible system with just enough structure: clear rules, but room to breathe.
Imagery
From early conversations with Lifecraft members, it was clear that people needed to see other people—something to help them picture what a group might feel like, and to reassure them they were in the right place. Real photography wasn’t an option: protecting privacy was essential, and asking people to be photographed during something so personal wasn’t right. With no budget for a shoot, we took time finding natural stock that didn’t feel staged. No one laughing at salad, no arms flung wide in a field—just calm moments, believable relationships and a mix of people. The tone needed to meet people where they were, especially on harder days: warm and quietly reassuring.
Crafting a robust logo
Striking the right tone
What happens if the messaging’s a bit off? If the button’s the wrong colour? Normally, it’s just a missed click or a bump in the bounce rate. But for Lifecraft, the stakes were higher. We needed to strike a tone that felt calm, open and non-judgemental—so that anyone, in any state of mind, could feel able to reach out. That meant thinking carefully about every element, from colour and layout to the strapline and site copy.
Icons and texture
We created a set of textured shapes that could flex across different materials—adding depth, warmth and a more human feel to everything from posters to pop-up tents. The textures hint at handmade or tactile qualities without being too literal, helping the brand feel softer and more approachable. They’re easy to use, easy to mix, and give the identity movement without making it busy.
“We’re delighted with our rebrand and new website. They stuck to the brief, kept us on track with gentle nudges and took the time to listen and make sure they understood us as an organisation.”
Gemma Barron- Chief Executive, Lifecraft
Another Lifeline
We brought Lifeline into the brand using Lifecraft’s new visual language, with a few subtle shifts to reflect the service. The shape of the logo was adapted into a simple speech bubble. Our research of other charity helplines, showed this kind of visual shorthand helped people understand the offer straight away. Paired with a clear phone number and the core Lifecraft logo, Lifeline now feels like a connected part of the brand.
Lifecraft online
We translated the refreshed brand into a fully redesigned website — prioritising accessibility, clarity and ease of use. The design brought in calm colours, legible type, and welcoming imagery, while the content structure was rebuilt from the ground up to create a clearer, more intuitive user journey. A new CMS gave the team more control, allowing them to update key information, manage events, and keep resources current.
