Reimagining Sands: Building a brand as compassionate and strong as the community it serves.

Sands partnered with The Team to evolve our brand so it better reflects who we are today and supports our ambition to save more babies’ lives while improving care for bereaved families. As a charity shaped by deeply personal experiences of pregnancy and baby loss, it was essential that this work was grounded in empathy, inclusion, and the voices of our community.

Through extensive research and engagement with bereaved parents, healthcare professionals, staff, and supporters, we developed a brand that is more human, accessible, and representative of the diverse people we support. The refreshed identity builds on our heritage while enabling us to connect more effectively with wider audiences.

The new brand includes an updated logo symbolising empathy and hope, a more flexible and sensitive visual system, and clear photography guidelines. Alongside this, a new tone of voice and messaging framework ensures that all our communications are compassionate, inclusive, and consistent.

This rebrand provides us with a stronger platform to raise awareness, reach more people in need of support, and drive change across the healthcare system. It enables us to better fulfil our mission, supporting anyone affected by pregnancy or baby loss, while working to make pregnancy and birth safer for all.