Asthma + Lung UK is the leading charity working to create a world where everyone can breathe freely. For BreathLab, I developed a visual identity that aimed to make respiratory health feel more human, approachable and optimistic. Moving away from the clinical, the creative uses uplifting colour and expressive storytelling to focus on people’s everyday experiences. From the logo inspired by breath and movement to the strong campaign messaging, each element was designed to feel hopeful and forward-looking.