My Mito Mission.

My Mito Mission is a Charitable Trust established by Christine Beal in 2017. It’s funds are primarily donated toward research to help find a cure for mitochondrial disease or “mito”. The charity also supports projects which bridge the gaps in the support currently available to those with mito and their families.

Through the umbrella brand My Mito Mission, the charity works with individuals affected by mito by creating their own missions, for example “Jane's Mito Mission”. Donations can then be made to individual's cause to support the charity.

The brief was to create an identity that both represented their specific cause and stand out from other medical charities whilst creating a more unified approach between the charity and individual missions. The challenge was that the sector for charities within medical research is saturated, with cancer causes dominating in social media, headlines and donations. Another challenge was that Mitochondrial disease is less well known despite scientific links to cancers, many people simply don't know what it is.

Mitochondrial disease is a progressive condition given to a group of medical disorders caused by mutations in mitochondria, the tiny organelles that are present in nearly every cell in our bodies and which generate about 90% of the energy we need to live. This causes fatigue and damage to the body, especially the parts that need most energy like your major organs. Mitochondrial disease is progressive and can be life-limiting. Currently there is no cure.

We worked to produce a proposition that reflected empowerment and energy, creating a new strapline “powering research for mitochondrial disease”. A new logo was inspired by the structure of a mitochondrial cell and the shape of an energy bolt, and a visual system of missions under the new brand using the bolt device created a more distinct relationship.

The brand was rolled out across social media, events stands, leaflets, charity merchandise and website.

'As a fairly new charity for a little-known and complex illness, our branding had to be clear and simple, yet as powerful and on message as possible. Carl took the time to understand what we were about exactly … and completely nailed it. Couldn't recommend his talents enough.' 

Christine Beal
Founder, My Mito Mission