Client: Dr Rachel Smith, Type 1 Summit project
Project: Logo, Brand and Website Design
Branding a record-breaking expedition to redefine limits on Antarctica’s highest peak!
In designing the brand identity and website for Type 1 Summit, we set out to tell a story of strength, resilience, and purpose, capturing the journey of Rachel Smith, a mountaineer and medical doctor aiming to become the first woman with Type 1 diabetes to summit Mount Vinson, the highest mountain in Antarctica.
Our goal was to design a digital experience that not only informed but inspired, building visibility for her campaign while fostering support for Breakthrough T1D, the charity at the heart of this expedition.
Understanding the Mission
We began by immersing ourselves in Rachel’s story. Through conversations with her and careful reading of her medical, athletic, and advocacy journey, we uncovered the layered narrative behind the campaign, one that bridges endurance, science, and hope.
The site needed to carry this emotional weight while remaining informative, functional, and accessible to potential donors, media contacts, and supporters around the world.
Logo Design
The logo design centred around themes of elevation, precision, and perseverance. It needed to feel bold, clean, and enduring, reflecting both the expedition’s extreme conditions and the lifelong challenge of managing Type 1 diabetes.
Subtle symbolism was used to nod to mountainous terrain, the human body, and movement upwards, supporting a sense of progress, challenge, and optimism.
Visual Identity & Colour Palette
The visual identity combined cool, glacial tones inspired by the Antarctic landscape with high-contrast accents to suggest urgency and focus. The palette balanced softness and power, reflecting the human fragility of living with Type 1, alongside the extreme demands of high-altitude mountaineering.
Our goal was to design a digital experience that not only informed but inspired, building visibility for her campaign while fostering support for Breakthrough T1D, the charity at the heart of this expedition.
Website Design & Narrative Structure
The website had to carry more than just practical details, it needed to function as a storytelling tool, an educational platform, and a rallying point for a community.
We structured content around Rachel’s personal story, expedition information, and the science behind Type 1 diabetes. The interface was designed to take visitors on a journey, from understanding the condition to standing metaphorically at the foot of Mount Vinson with her.
Given the broad range of audiences, including parents of young diabetics, medical professionals, outdoor enthusiasts, and donors, accessibility was non-negotiable. The site was fully responsive, screen reader-friendly, and built with clear content hierarchy and high-contrast readability for all devices.
Storytelling & Engagement
Our content strategy prioritised clarity, hope, and action. With Rachel's voice at the centre, we aimed to show what’s possible, not just for those with diabetes, but for anyone told their dreams are out of reach.
By integrating real-time training updates, social media feeds, and clear donation pathways, we gave people a way to follow the mission, cheer it on, and contribute meaningfully.
Iteration & Collaboration
Throughout the build, we worked closely with Rachel to shape the tone and content of the brand. As her training intensified and her audience grew, the website evolved, expanding to support growing interest from media outlets and international supporters.
See it at https://www.type1summit.com
