The Story: CNWL NHS Health Charity is the official, established charity for the Central and North West London NHS Foundation Trust, which covers Central and North West London, Milton Keynes, Surrey and areas beyond.
As a charity, the money they raise promotes improved health and wellbeing for their patients, staff and communities by investing in people, projects and ideas which complement and enhance what the NHS can provide across its 150 operating sites.
The Story: CNWL NHS Health Charity is the official, established charity for the Central and North West London NHS Foundation Trust, which covers Central and North West London, Milton Keynes, Surrey and areas beyond.
As a charity, the money they raise promotes improved health and wellbeing for their patients, staff and communities by investing in people, projects and ideas which complement and enhance what the NHS can provide across its 150 operating sites.
The Brief: To develop a strong and recognisable brand and proposition to enhance public awareness and achieve £619k income growth for the charity by 2026-27. The project was to include; brand name & proposition, value proposition for the general fund, and a general fund toolkit.
Our Response: We started by fully immersed ourselves in everything CNWL. This was followed by competitor analysis, quantitative research with donors, staff & volunteers and qualitative research with internal stakeholders. This all helped shape the name, brand & value proposition.
With careful consideration and consultation on each element, the Charity’s new name became ‘CNWL NHS Health Charity’.
With careful consideration and consultation on each element, the Charity’s new name became ‘CNWL NHS Health Charity’.
For the new proposition ‘Putting people’s health and wellbeing at the heart of everything we do.’ we made people’s health and wellbeing the reason for existing and ended it with the summation ‘at the heart of everything we do’.
Using keywords from the proposition, Wellbeing and health are graphically represented by a heart shape and used to great effect, not only as part of the logo, but as a defining shape throughout the brand. Using bold colours and hand-drawn shapes, the look and feel is friendly, warm and embracing - building an emotional human connection.
Why it works: We’ve created an immensely positive and uplifting brand – a visual representation of the charity’s spirit and ambition, something they can be proud to get behind. It has instant standout and is highly memorable, everything a new charity needs to attract supporters.
Standout brand for a new charity