Published on April 5, 2026
The Cleft Lip and Palate Association (CLAPA) is embarking on a transformative journey to modernise its identity, aiming to resonate more deeply with the communities it serves. This significant rebranding initiative is not simply a change of logo or design; it reflects a more profound understanding and representation of the experiences of individuals affected .
The relationship between CLAPA and the design agency, The Team, is rooted in a personal connection that has catalyzed this transformation. Megan, a designer at The Team, was born with a cleft and has been supported throughout her life. Her intimate understanding of the challenges and triumphs faced cleft conditions played a crucial role in the rebranding process. Megan’s personal narrative helped shape the design strategy, ensuring that it authentically reflects the stories of the community.
This project is a step away from merely portraying the surface-level smiles often associated with cleft repair surgeries. Instead, the new identity aims to delve deeper into the emotional and social experiences of individuals living with cleft lip and palate. varied aspects of these experiences, the rebranding seeks to foster a sense of belonging and understanding among stakeholders, from patients and families to healthcare professionals.
A core part of this transformation includes revamping the visual identity of CLAPA to create a contemporary and relatable image. This new design is more than aesthetic; it is a celebration of inclusivity, resilience, and community. The goal is to ensure that the organisation’s representation speaks to not just the technical aspects of cleft care but also the emotional journeys that accompany it.
As CLAPA moves forward with this rebranding initiative, there is a strong emphasis on engagement and dialogue with those it serves. The organisation is committed to incorporating feedback from individuals and families affected to further refine its approach and ensure that it is meeting their needs effectively.
This modernisation of CLAPA’s identity marks a pivotal moment in its history, reflecting a broader shift within nonprofit organisations towards more authentic and empathetic representation. lived experiences of the community and moving beyond superficial narratives, CLAPA is positioning itself as a forward-thinking advocate for those affected and palate—an organisation that not only supports individuals but also celebrates their stories.
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