We launched our vibrant new brand on 16 January, combining a new look and feel with an emphasis on conveying the impact of our work through the strapline ‘Changing Lives, Pioneering Care’. This is illustrated throughout with impactful imagery of the former patients of King’s who have gone on to fundraise in support of the Charity.
The brand, developed by agency Creative Concern, is the result of six months of research and development involving patients, family members, staff, supporters and members of the community through focus groups, drop in sessions, online surveys and brand analysis. The Charity works to make the best care possible for patients of the hospitals within King’s College Hospital NHS Foundation Trust of which there are over 500,000 each year. They do this by raising money for cutting edge equipment and facilities, innovative research and pioneering treatment.
The brand has been supported by a new website, the Charity’s annual report as a flagship publication and a range of high impact graphics currently being rolled out across the hospital sites. A series of new design templates, tone of voice and brand guidance support effective communication with all of the key audiences.
Claire Wood Hill, Director of Fundraising and Communications at King’s College Hospital Charity, said: “We are very proud of our new look; it’s vibrancy and impact reflects the work of the Charity and we’re delighted that so many patient fundraisers are starring in the creative, they really are at the heart of all that we do.”
Liz Newell, Head of Design at Creative Concern and lead designer on the project, said: “We wanted to develop a brand that would have real stand out when seen within the busy hospital environment. The Charity is known for its innovative and pioneering work so we wanted a brand that reflected their ambitious and creative spirit.”