Our Rebranding Journey

The story of the new Endometriosis WA brand

This brand was purposely created with one word at the centre: real.  The visual motif, the colour palette, and the words all lean into the reality of endo, whilst creating the space for that reality to be as you experience it. 

Living with endometriosis, adenomyosis, and PCOS can be incredibly isolating, especially before a diagnosis, and the circle at the centre of the brand is representative of that individual journey. The circles that radiate out show how endo impacts your world beyond the physical body—it’s ever present at work, school, in your relationships, your fertility journey, your social life. Endo is far reaching, something that is also true of the disease itself with the endometriosis tissue’s ability to grow throughout the body. 

These radiating circles were also designed to represent the networks required to support someone living with endo and the hope that we have in these networks expanding; it’s a call to arms for the medical community to advance, research, listen, and trust those who are telling their stories, and a gratitude to the social support structures that journey with us through life with endo.

Viva Magenta is the key colour chosen for the new Endometriosis WA brand; it’s a colour that is unapologetically real, the antidote to decades of period advertising using blue liquid. Magenta is dark blood, it feels confident and mature. It is, as described in colour psychology as “the colour speaks to our desire to take on new challenges and try the unconventional while meeting others with compassion. Viva Magenta cloaks us in both power and grace, and sends us out into the world with the verve we’ve yearned for.”

In all this realness, the brand, like the organisation, is an advocate for real change and real support.