Design Craft

The Lady Garden Foundation is a gynaecological cancer charity that uses the cultural link between “lady gardens” and flowers to tackle the taboo surrounding women’s health. With 73% of women unaware of what a vulva is, we created “The Blooming Vulva” – a CGI-crafted flower variety.

Each bloom mimicked real vulvas and highlighted signs and symptoms of vulval cancer, even wilting to reflect preventable deaths. Appearing on billboards and social media, the campaign drove audiences to an online care guide and achieved record awareness, huge search spikes, significant website traffic and strong earned reach.

Judges Comments

“The Blooming Vulva” designed a creative solution for the often-restricted space of gynaecological health, to raise awareness about vulval cancer. The concept to turn the vulva into a variety of flower was beautifully executed in the design and build of the blooms. Cleverly launched at the Chelsea Flower Show, where it could speak to an aligned audience across ages and generations, the campaign also had great educational impact online, despite a small media budget. Therefore, this was craft that would save lives.

The panel agreed that the CGI medium used in this campaign felt like the perfect solution to the problem often faced in gynaecological health awareness, that being a taboo subject is preventing vital information from reaching women. It allowed the Lady Garden Foundation to show realistic symptoms while addressing the fact that it’s still considered taboo to show the body part itself. The end result was a level of detail that not only so artfully mimicked actual vulvas, but was scientifically accurate in its representation. For the judges, this was Gold standard in design craft.

Joey Goodall, KVA

“Comeback Kicks” are post-surgery recovery shoes that replace the traditional medical boot. An often uncomfortable, bulky device patients dread. Worn for just four weeks, these boots can take up to 500 years to decompose.

So we redesigned recovery from the ground up: 3D-printed, custom-fit footwear based on each patient’s scan. Designed with surgeons, they restore balance, reduce pain and fall risk, and are fully recyclable, cutting CO₂ emissions by up to 94% and turning recovery into a reason to get treated.

We commissioned five female illustrators to show life with iron deficiency. Each brought distinct styles, from fine line work to bold graphic forms, building a varied yet cohesive visual world. Using colour to add energy and individuality, we kept compositions simple, to focus attention on the women themselves. Additionally, typography and layout sat naturally alongside the artwork, working seamlessly across print and digital.

Every design decision balanced expression with clarity, resulting in a body of work crafted with care and originality.

For the 50 children in the UK on treatment for the rare disease Neurofibromatosis 1, education was a major barrier to adherence. Written materials were failing to connect with these young patients, many of whom have learning difficulties. We realised what they truly needed wasn’t more information, but a friend.

So, we created FYBO, a set of 50 unique toy companions – one for each child. Through augmented reality, FYBO transformed from a toy into a personal guide, turning scary medical information into an interactive adventure and empowering children to take control of their health.