Genomics England: Generation study

The Generation Study, led by Genomics England, offers free and safe testing for newborns, screening for over 200+ genetic conditions. I collaborated with the lead researcher in the early stages to shape the tone of voice, visuals, and messaging that would resonate most with our audience—people preparing to become parents. We ran hands-on co-design sessions with pregnant individuals and their support community to co-create the foundations of messaging that empowers them to make informed decisions.

This project was the foundation of using visual communication as a key strategy in delivering the program to the public. The in-house Genomics England research team expanded their design capability that drove the successful delivery and maintenance of the study.