amniotic fluid
embolism foundation
re-BRAND + supporting materials
objective
The AFE Foundation needed a brand system and messaging strategy that could do it all: instill confidence in clinical audiences, offer empathy to grieving families, and unify their presence across platforms. The rebrand had to modernize their identity while staying grounded in both science and deep emotion—honoring the heart of their mission.
overview
The AFE Foundation is an internationally recognized nonprofit advancing the field of maternal health through groundbreaking research, clinician education, and family support. Their programs have become a trusted resource for healthcare providers and a lifeline for families affected by amniotic fluid embolism across the globe.
scope: Comprehensive brand identity redesign
- Logo and visual system development
- Brand strategy and voice development
- Messaging framework + tone of voice guidelines
- Custom icon set and social media graphics
- Educational and support material templates
- Print collateral (badges, flyers, t-shirts, resource kits)
- Event and awareness campaign assets
strategy
Root the visual identity in themes of light, unity, and resilience—symbolizing clarity for providers and hope for families. The design system modernizes their look with clean, structured visuals while preserving the mission and credibility at the heart of the brand.
Unique challenge
Connect to both clinicians and grieving families—two audiences with very different needs, expectations, and emotional entry points.
the results
The refreshed brand gave the AFE Foundation a visual and verbal toolkit that’s emotionally resonant and professionally credible. They now have a system that works across platforms, speaks to multiple audiences, and reflects the strength of their mission.
View the full AFE brand guidelines here.
