Brand identity update

The Story: Worcestershire Acute Hospitals Charity supports patients, staff and services in Worcestershire’s acute hospitals. The charity provides those added extras that improve the experience for everyone using or providing services.

We were delighted when they reached out to us and asked for a brand refresh following a hugely successful recent door drop. They wanted a standalone identity to allow them to be recognisable as a charity in the local area, reflect their purpose and also differentiate them from the existing Trust branding.

The Brief: To evolve the brand look and feel and create a guidelines document and toolkit of assets to allow them to roll out their identity across the charity and communications – assets included a charity leaflet, donation form, editable infographic, social media ads and email templates.

Our Response: We presented three concepts to evolve the brand, with options to push further as well as a more subtle development. Happily, the selected route was one of the more significant updates, keeping just the colour palette but introducing a visual lifeline that threads through the whole brand and ties everything together – both visually and as a lifeline for the patients and staff in the local area. This line also became stylised, with line drawn icons as a modern way to showcase the areas that are supported by the charity. Large imagery and bold colours was key to this concept.

How it works: The lifeline is a strong brand identity that is recognisable and impactful, and really stands out from the Trust and other NHS communications. The lifeline concept also lends itself well to refreshed messaging and allows the charity to talk around all of the things that they support and how many people they touch.