Health Inequalities Action Plan for Kidney Research UK

To design an action plan demonstrating how Kidney Research UK are actively addressing health inequalities through tangible, positive action.

They wanted the cover design to set the tone for an optimistic, people-centred and forward-looking document, communicating collaboration, inclusion, progress and a sense of collective momentum.

The final document also needed to be an accessible PDF, with a clickable contents page and bookmarks for easy navigation.

Project notes

I began and ended with the cover because it needed to establish the tone for the entire report and provide the visual thread to tie everything together.

The cover depicts a group of people on a journey, moving together from a rural landscape, past a village, then a bus and larger buildings. Everyone is heading in the same direction, reinforcing the idea of collective action and progress. The group represents a broad mix of ethnicities, ages and disabilities, reflecting the inclusive nature of the action plan.

I then reused the figures throughout the document to create a consistent visual language and to bring the actions to life, revisiting the figures on the cover as the design developed.

To place greater emphasis on the actions themselves, the illustrations in the ‘Actions’ section use full colour. In contrast, those in the rest of the document are deliberately limited to a palette of pink, purple and grey, creating a clear visual distinction.

What it sounds like

Listen to Action 4: empower and involve patients and communities (read by NVDA)

Show transcript

Transcript

Heading Level 3

Action 4 Empower and involve patients and communities

Embedding patient and community voices strengthens credibility, improves equity and helps rebuild trust in the kidney pathway.

Patients, families and community organisations hold essential insight into the barriers people face when managing kidney health. Their involvement leads to interventions that are more trusted, culturally relevant and practically achievable.

Greater inclusion in research, Action 3, focuses on who participates in studies and how evidence is generated. Action 4 is distinct because it focuses on how people and communities shape priorities, decision-making and delivery, not only how they participate in research.

List with four items

We will, strengthen patient and public involvement structures.

Graphic a patient receiving dialysis and another person share information and perspectives.

We will, deepen community-led engagement and co-production.

Graphic an older man and a young girl look at a microscope together.