Building the Foundation
How Co-Design Created Genomics England's Blueprint for Empowering Expectant Parents

THE CHALLENGE
Genomics England's Generation Study offered life-changing genetic screening for newborns, but expectant parents were overwhelmed by complex medical information. The team needed to communicate the benefits of testing for 200+ genetic conditions without creating fear or confusion during an already emotional time.

THE INSIGHT
Through co-design sessions with pregnant individuals and their support networks, we discovered that parents didn't want to be sold to—they wanted to be empowered. The key was shifting from medical messaging to supportive communication that helped families make informed decisions with confidence.

THE SOLUTION
We developed the foundational guidelines for tone of voice, visual identity, and messaging strategy rooted in empowerment rather than medical complexity. These initial foundations treated expectant parents as partners in their healthcare journey, providing a framework for clear, accessible communication.

THE IMPACT
Our foundational strategy became the blueprint for the programme's entire public delivery. Genomics England's in-house team adopted, adapted, and evolved our guidelines, successfully expanding their design capabilities to maintain and grow the study. The foundations we created continue to guide how complex genetic information is communicated to the public.