Brand update and guidelines

The Story: The Dudley Group NHS Charity enhances the wellbeing and experience of their patients and staff by providing services and facilities not routinely funded by the NHS or their Trust. They raise donations from grants, companies, individuals, events, wills, and legacies to fund their vital work and services.

They held internal and external consultations which gave the feedback that their brand appeared outdated and did not clearly communicate their purpose and what they stand for. Also,  their website is currently in a sub page on their Trust website.

Following a successful funding grant, they would like to strengthen their brand and identity by rebranding and designing and building their own website.

The Brief: To create a new visual brand identity including development of a new strapline and brand guidelines. To design and build a new website to provide the charity with an opportunity to raise awareness and engage with new and current supporters.

Our Response: We created the ‘Dudley Smile’. The core emotion they strive for, as a charity is happiness, but happiness can come in many forms, such as recovering from surgery with an iPad, to playing with toys while mummy sees the doctor. It might also just be trying to provide some light with bereavement when everything is at its darkest. Happiness. Light. Joy.

We created the new strapline ‘Making every day better’ as this is what the charity strives to do for everyone in their community - patients, friends and family, staff and volunteers.

Why it works: We’ve created something memorable that achieves standout but still has meaning. Something that works across all collateral and comms including the website to give the Dudley Group NHS Charity a recognisable brand identity.

The brand smile represents the core emotion behind the charity’s goals and the sentiment can be adjusted for more sensitive audiences