Created by parents, for every parent: NCT unveils strengthened brand and new charity positioning

As women and parents navigate pregnancy and early parenthood amid overstretched NHS services, rising living costs and widening inequalities, the refreshed brand is designed to make it easier to understand what NCT offers - evidence‑based information, connection, and accessible support - and to feel confident they will be supported at every stage of their journey into parenthood.

The refreshed brand has been shaped by new and expectant parents and NCT’s community over the last 18‑months through research, surveys, focus groups, steering groups and workshops. More than 2,000 parents, including 500 women who were currently pregnant, responded to a survey to inform the brand’s development, which found that:

• Four in ten (42%) wanted greater honesty about the day‑to‑day realities of becoming a parent.
• Six in ten (60%) felt overwhelmed by the volume of information about caring for their baby

Although parents see NCT as trusted and supportive, it is still most often associated with antenatal classes rather than free-to-access support across pregnancy, birth and early parenthood.

These insights sit at the heart of NCT’s refreshed brand and led to an approach that is more honest and grounded in real experiences. Shaped by parents from diverse backgrounds and communities across the UK, the brand reflects a wide range of experiences - including parents from diverse ethnicities, those who have had different journeys into parenthood, those with lower household incomes, as well as younger and LGBTQIA+ parents - to ensure it feels inclusive to every parent.

NCT worked with creative agency Studio Texture on the new visual identity, imagery, and tone of voice. The brand strategy was developed by strategists Louise Kyme and Dan Dufour with research and inclusive audience testing carried out by Humankind.

The charity’s brand now:

• Captures real, authentic pregnancy and parenting moments in its imagery and illustrations - stretch marks, tired eyes, and the everyday realities of pregnancy and early parenthood that parents recognise as their own.
• Draws inspiration from the charity’s history and heritage, re‑working the mother‑and‑baby symbol from NCT’s founding logo, while being simpler, more inclusive and unmistakably modern - reflecting the many different people and journeys NCT supports today.
• A human, down to earth tone of voice so parents know NCT truly gets it.
• A new colour palette and creative approach to improve accessibility.

Taken together, the refreshed brand expresses more simply who NCT is for, what the charity offers and why it exists. It will better enable the charity to deliver its five‑year For Every Parent strategy, reinforcing the charity’s purpose while staying true to its long‑standing mission and vision: that every parent feels connected, confident and safe.

The rollout will be digital‑first and delivered in phases, carefully managing cost and avoiding waste. The charity is taking a sustainable approach to rolling out its refreshed brand, with digital platforms updated initially and other content updated or restocked whenever it's needed.  

Angela McConville, Chief Executive at NCT said:  

“NCT is here to ensure that everyone can shape their own unique journey of becoming a parent. No judgement. No exceptions.

“It has been almost a decade since we, at NCT, last made significant changes to our brand. In that time, both the charity and society have changed considerably.  

“This refreshed brand – which has been created by parents, for parents - is a modern, inclusive expression of who we are now. It will help us reach more women and parents, lowering barriers to support, and ensuring people see NCT as their companion through parenthood, understanding the breadth of what NCT offers. It sends a clear message to new and expectant parents: this is a place for you, whatever your journey to and through parenthood.”

Joelle Warren, NCT’s Chair at NCT said:

“For pregnancy, parents and progress brings together NCT’s heritage and its future. It reflects 70 years of standing alongside parents, while recognising the very different realities families face today.

“NCT’s strengthened brand will help us deliver on our charity’s ambition to be there for every parent, now and for generations to come.”

Jaine Sykes, Marketing and Engagement Director at NCT said:

“Parents were at the heart of this refresh. Guided by insight and evidence, we’ve taken a deep, considered approach to ensure our brand reflects what families genuinely need from us as a charity, honesty, support and reassurance.  

“The rollout will be sustainable and digital‑first, with a summer advertising campaign designed to expand our reach and ensure more parents can access trusted support when it matters most.”

Anna Barton, Senior Designer, Studio Texture, said:

“Parenthood isn’t tidy, and the identity needed to reflect this. The brushstrokes and handwritten typography bring a sense of messy energy alongside a soft emotional warmth. The brand is infused with a real, human quality that reflects the broad spectrum of parenthood. Messaging and visuals that feel truly relatable help open the door wider, inviting every parent to see themselves as part of NCT.”

ENDS

NOTES TO EDITORS

• NCT, the National Childbirth Trust, is the nation’s charity for pregnancy, birth and early parenthood. For 70 years, we have supported parents. We educate and empower parents with information and support, and we advocate and act for parents by raising voices, campaigning for change.
• Studio Texture is a creative agency specialising in brand projects and strategic campaigns for charities and not-for-profit organisations. Their team have created some of the most effective and recognised brands and campaigns across the charity sector, delivering work that connects emotionally and uses brand to change attitudes and understanding. Clients include Parkinson’s UK, King’s College London, Diabetes UK, Gatsby Charitable Foundation, and NCT.
• Data referenced from a survey conducted by Censuswide on behalf of NCT between 5th and 16th September 2025. It gathered responses from 2,010 parents of children under five, including 500 women and people who are currently pregnant.