Changing Haemophilia was developed by Novo Nordisk to help address the unmet needs in haemophilia and other rare blood disorders. Lifelong companions for the haemophilia community, Changing Haemophilia helps create a future where everyone with haemophilia is diagnosed and can live a life with as few limitations as possible.

Changing Haemophilia needed a new visual identity. One that could emphasise their expertise in a specialist field, while reflecting the individually tailored care they offer to people living with the condition and the support they provide to families and the wider community.

Haemophilia is rare – with only around 450,000 people living with it worldwide. We created a versatile logo and engaging visual identity to reflect that rarity, representing the individuals it affects and the tailored care they receive. A flexible system designed to speak to the 1 in 10,000 and make them feel seen.

Instead of parents of children with haemophilia feeling isolated or alone, the new identity celebrates their rarity and recognises their individuality. It unites the haemophilia community around a sense of pride and belonging, while reinforcing the need for tailored care. Bespoke to each person, each family, and the unique lives they lead.