Asthma + Lung UK is a charity whose aim is to fight for a world where everyone has healthy lungs and to campaign for more research into lung conditions. I created the visual identity for the national Smoke Free campaign to highlight the dangers of smoking and to raise awareness of the plan for the government to make Britain Smoke-free by 2030. The identity consisted of hard-hitting  imagery, bold typography and a purple and yellow palette which was applied to all online and offline touchpoints.