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Jo Milne is a passionate advocate for people living with Usher syndrome – the genetic condition causing both hearing and sight loss. Jo was diagnosed as profoundly deaf at 16 months old, but it wasn’t until she was 29 that she was registered as blind and found to have Usher syndrome.

In 2014, Jo underwent a cochlear implant operation, giving her the ability to hear for the first time. Her story was picked up by the world’s media, and the clip of her implants being switched on was viewed by more than 12 million people.

She has since dedicated her life to raising awareness and supporting those living with Usher syndrome and their families, accelerating research through the charity she founded – Cure Usher Syndrome. As a lifelong campaigner fighting for meaningful change, Jo empowers her audiences through her personal journey of resilience, determination, and commitment to providing a voice for those touched by inequality and injustice.

Jo Milne standing up holding her red and white cane on a dark, moody background with light shining on her face. The words 'power woman' and placed next to her in white text.

Despite her strong reputation, Jo lacked a personal brand that truly reflected her influence, energy, and mission. Mondays set out to design a bold and empowering visual identity that positioned her as a leading voice in advocacy, fundraising, and public speaking.

Usher syndrome is just one part of Jo Milne’s story – it does not define her. Mondays focused on her remarkable achievements and dynamic personality to create a brand that truly reflected her determination and presence while maintaining warmth and approachability. The strategy embraced a ‘power woman’ narrative, ensuring her brand would be as influential as her work.

Jo Milne, an advocate for curing usher syndrome, stands in a striking green suit, holding her red and white cane near her face. Her cochlear implant is visible as warm lighting casts a dramatic glow, highlighting her strength and determination.
Jo Milne stands in a tight black dress, looking up into the distance holding her mobility cane in front of her, her cochlear implant visible above her ear- showing confidence and pride in her position, a power woman.
Jo Milne stands in a green outfit, holding her red and white cane in both hands. Against a matching green background, she gazes confidently into the distance, embodying strength and determination.
Close up of a beige bag with three pin badges attached which say power woman, cure usher, and see and hear change.
Merchandise items for Jo Milne including a woman in a green cardigan holding a black tote bag with power woman printed onto the bag in white text. Also seen is a black t-shirt with mother, founder, activist, advocate, leader, campaigner, public speaker and change maker listed in white text quite large.
Spreads for Jo Milne toolkit and brand guidelines.

“Working with Mickey at Mondays has been filled with many enthusiastic and insightful conversations on creating my personal brand. It has been a journey of empathy, professionalism, and a deep rooted sense of authenticity, kindness and empowerment to get the result exactly as I hoped and more. I would highly recommend Mondays and will certainly be working with them again.”

Jo Milne

Close up of Jo Milne staring confidently into the distance with a quote from her to the right which says

With heartfelt thanks to Jo Milne and Steve White for their incredible support, insight, and collaboration. Your passion and dedication continue to inspire.

Want to build a brand with purpose? Let’s talk.

Project team:
Creative Direction: Mickey Devine
Design and animation: Mickey Devine
Photography: Chris Owens and Adam Barnsley
PR: Jane Imrie

Website: jomilne.org

Mondays
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