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Black Health Legacy is a major research project led by Dr Veline L'Esperance and Professor Sarah Finer at Queen Mary University London and Professor Inês Barroso and Dr TJ McKinley at University of Exeter. The research is funded by the Wellcome Trust.
Black Health Legacy is a genetic research study exploring better ways to predict, diagnose and treat conditions such as diabetes, high blood pressure and kidney disease affecting Black African and Black Caribbean communities.
Our challenge was to make the complex genetic research accessible, relevant and engaging, building recognition and trust while encouraging participation.
We needed a visual identity rooted in community, inclusion and the diversity of Black African and Black Caribbean communities, while making scientific ideas easier to understand without oversimplifying them.
“Africa is where modern humans evolved and is the starting place for the global expansion of our species… African populations also have the highest levels of genetic and phenotypic variation among all humans.”
We co-designed the project’s visual identity and created a website, animation, banners, leaflets, posters, social media assets and participant materials.
Each resource was designed to encourage participation and engagement among communities that are often marginalised.
We simplified complex health research terminology so the project could communicate clearly and accessibly, supporting its aim to reshape the health narrative for Black African and Black Caribbean communities in the UK.
We developed the identity through co-design activities that explored the diversity of African cultures and materials. The result reflects the team’s wish to bring together ideas of community and underlying genetic structures.
“Design Science has consistently shown a deep commitment to amplifying the voices and experiences of our diverse communities. Their ability to translate complex scientific concepts into inclusive, accessible and visually compelling designs across a wide range of contexts has been truly impressive.”
To support consistent use of the identity, we created a digital identity guide showing how it can be applied across print and digital channels.
The identity includes icons and infographics inspired by the colours and elements of the logo.
We also gave the team guidance on using clear, accessible language. This isn’t about using simplistic or childish language; it’s about being clear and avoiding unnecessary complexity.
We developed participant information materials to make joining the research clear and accessible. We are also creating an animation to engage non-English-speaking communities.
Black Health Legacy has made strong progress in reaching and engaging communities. Within its first 10 months, the study recruited 1,670 participants – 67% of its two-year target of 2,500.
The distinctive, accessible identity has given the study a consistent and recognisable presence across digital, print and community settings. This has helped the team build awareness, trust and participation among Black African and Black Caribbean communities.
“Collaborating with a design team that not only understands the complexities of research governance and delivery but also places diversity and inclusion at the heart of their process is invaluable.”
Above: Veline L'Esperance (left) at the Improving Black Health Summit 2025 at City Hall: ‘Standing Firm in Power and Pride‘
Get in touch if you’d like to bring knowledge to life across complex health, science or education challenges. We’d be delighted to collaborate.
