In conversation: the AUB alumni team behind British Heart Foundation’s booklet refresh

During this time, they’ve completely refreshed the branding for British Heart Foundation’s health information booklets – a vital resource with over a million copies to date and more than 5,000 printed weekly.

We sat down with the team to find out what taking on a project of this scale looks like, and the valuable lessons they’ve learnt from the experience.

Stephen: I graduated in 2014 from BA (Hons) Visual Communication (now Communication Design and Strategy). I was lucky enough to be rewarded through D&AD New Blood, both for a brief and at the show, which opened up opportunities to explore and learn through various agencies – so much so I’ve worked through various levels in industry up to the Lead Designer and Creative role I'm in today.

Evie: After completing Visual Communication in 2023, I was unsure whether I wanted to pursue design as a career. I decided to take some time out to travel, experience new things and explore different career options. But I found myself naturally drawn back towards design and art. British Heart Foundation was one of the first clients I had the opportunity to really get involved with, and it quickly became a project where I was able to develop my skills and gain valuable experience.

Mia: From the moment we received this brief, I knew it would be one of the most meaningful and fulfilling projects I'd work on. I graduated from BA (Hons) Graphic Design in July 2021, just as life was starting to return to normal after COVID. I spent much of my final few months at AUB applying for roles and looking at flats to rent before I'd even finished my degree, and couple of weeks after my final day, I secured a job at GAIN.

Alice: I was lucky to complete a handful of local work experience placements while studying (with a massive thanks to Alice Stevens and all her networking support!) before graduating from Graphic Design in 2023. GAIN offered me a permanent Junior Creative role on the same day I submitted my final hand-in. Since then, I’ve moved to a paid media agency in London called Vervaunt where I’m working as a Midweight Designer, but it’s always been a dream of mine to work for a charity – especially one as iconic as the British Heart Foundation.

Alice: Mia, Evie and I each took it in turns to work closely with Stephen over the years to bring the project to life. Being able to design in a style that felt consistent across a series of booklets, in a way that didn’t look like it was changing hands between designers, was a big challenge, as was laying everything out clearly while sticking to strict page counts. Creating icons and illustrations was definitely out of my comfort zone, especially with the importance of everything being clear and scientifically accurate, rather than simply focusing on aesthetics – but it made it even more rewarding to see everything come together.

Evie: A particularly valuable part of the process was being able to see how the designs developed through first-hand testing with heart patients and medical professionals. This gave me a much better understanding of how important it is to design with the audience and their needs at the forefront, as well as how feedback can inform and improve a piece of work.

Mia: There was so much that went into it long before they reached the design stage, going through more than ten versions, with every design cross-referenced against data. Every detail was considered. We also regularly joined review calls with nurses and doctors to better understand each booklet’s subject and make sure we were communicating the information accurately... then times that by 17 total booklets!

Stephen: 17 and counting. The project includes some 2,100 pages, all additionally having versions in braille and for those of impaired vision, with over 1-1.5 million copies printed to-date. Some booklets are at an order of 5,000+ a week!

Stephen: It’s rare to find a project that delivers genuine widespread impact across the UK while making a meaningful difference much closer to home. But this project achieved exactly that. It’s informed content themes, graphic treatment and most importantly, adhering to the highest accessibility standards. The stories we’ve heard since launch has been truly inspiring.

Alice: I was recently speaking to a close friend about the booklets, and she told me she had one of them at her house due to a family member’s heart condition and had no idea I'd worked on it. It’s not often you get to see the tangible impact of a project. The thought that I contributed to something that may have helped their experience, even the smallest bit, means so much to me.

Mia: Likewise – there’s nothing quite like seeing your work in the flesh, and this project feels slightly different knowing the impact these booklets have on so many people. Even as a designer, I learned so much throughout the process like accessible illustration, creating a cohesive set and allowing myself to have fun and experiment with shape tools in Illustrator. It’s a testament to the BHF team, who were incredibly rigorous in their process.

Evie: It’s incredible to see the scale of the project, with over three-quarters of a million copies printed to date and so many still being ordered every day. I can also now confidently say I can name all the valves in the heart, along with a whole host of other medical devices, after countless rounds of amends!

Evie: Keep pursuing what you love and get involved in every opportunity that comes your way. Be open to learning from people around you, take on new challenges and keep developing your skills – you never know where it might lead you.

Alice: Be as proactive as you can, put yourself in front of people you want to be working with and remember that getting your foot in the door is often the hardest part. And when you do move into industry: ask so many questions, learn as much as possible and be vocal about the projects you want to work on and the direction you want your career to go in. University can sometimes feel quite linear, but in the working world you have to carve your own path, which can be equal parts scary and exciting!

Stephen: Never stop learning. Give yourself the best possible set-up to industry – teach yourself the latest software, keep in touch with latest trends and be realistic. No matter the scale of work, you can create impact.

Mia: I may never have had this opportunity if I hadn’t put my hand up and asked to get involved. If you don’t ask, you don’t get, and it never hurts to try. Even if you don’t think you’re quite good enough or qualified enough, give it your best shot and prove yourself. You’ll probably end up surprising yourself.