Designed for children with haemophilia, we have considered two age groups. But our audience is broader than kids – parents, carers, extended family and friends can all benefit. It speaks to kids, from a kid – so it’s relatable and understandable. It takes a complex condition and makes it simple.

The work was produced on a global level, intended to be localised by country, so not approved to any specific code. Yet everything was still put through months of approval to ensure medical accuracy and legal compliance.

Starting out with pencil sketches produced entirely in-house, the outline character was developed painstakingly over a number of months. His hairstyle, cheeky grin and oversized jumper were all carefully crafted to bring out Rufus’ slightly mischievous yet likeable personality. Next, Rufus was brought to life in 3D, and scenarios for each page developed in-line with the story narrative. We had to be innovative with how each scene came to life as we were limited to only a few pages. The scenarios were finessed and typography chosen to allow the educational element in each chapter to be clear yet engaging. Finally, colours were chosen to give each scene enough impact to keep the interest of a demanding audience.

Haemophilia is a genetic disease that affects the way that blood clots. Without regular medication, it can result in death, long-term injury or permanent disability. With medication, people can have normal life expectancies and, within reason, do almost anything someone without haemophilia can do. People are born with haemophilia, meaning they have to start dealing with it from a young age. But there’s a lot to get your head around when you’re just a kid. You have to be aware of what you can do safely, why you need medicine and what makes you different to other kids. Starting school is a key moment – children are away from their main carers for the first time, and will need to be able to explain their condition. Information needs to be straightforward and simple, so they can understand themselves and can share what they need to with their friends and teachers.