We decided to go boldly where no brand has been before – inside the womb. With #wombstories, we introduced our womb dwellers, the anthropomorphic inhabitants of our uteruses who sometimes work with us and sometimes against us. Instead of replicating the same templated perspective that has graced the pages of medical textbooks for decades, we reimagined the womb as a place full of emotion.

We then used this metaphorical visual language to create #Painstories a pain dictionary and tool to help those suffering from endometriosis recognise their pain and seek help quicker.Painstories creatives: Lauren Peters and Augustine Cerf.