The team at the hospice on Nettleham Road unveil the new-look branding
A new-look is unveiled for Lincolnshire’s leading palliative care provider
Local independent charity St Barnabas Lincolnshire Hospice has refreshed its brand as it looks to raise awareness of the range of life limiting illnesses they are able to support and boost donations.
The refresh has seen a change in the visual identity of the logo, which will act as a signpost for all the work the hospice is involved in. The new logo includes the familiar colour pallet of blue and yellow, harnessing the charity’s reputation and heritage while modernising their overall look.
The logo carries an emblem featuring a yellow heart at the centre of its design, reflecting the care the hospice provides to patients and their families and to symbolise that people are at the heart of their organisation.
The charity’s core values of hospice, care and support are now present alongside the brand logo to underpin the work of the hospice. These values were derived from extensive market research involving internal focus groups and external surveys.
Veronica Brien, Head of Fundraising and Marketing for St Barnabas, said:
“The more we talked to our existing and potential patients the more clear it became that they didn’t understand the range of services we had to offer or the range of conditions we could support.
“The refresh stemmed from the continued expansion of our hospice services which has seen the overhaul of Day Therapy, the introduction of hospice care in a patients own home and the support of patients in acute hospital beds.
“The new branding helps to better communicate our positioning as a leading palliative care provider committed to supporting and caring for our patients and their families. It will also help us to continue our awareness raising about the range of life limiting illnesses we are able to care for ranging from cancer, to lung and heart conditions, to dementia.
“To be able to grow as a charity we need to be clear about what we do, who we care for and how our supporters can get involved in delivering specialist end of life care.”
Work on the brand refresh began last year when St Barnabas Hospice overhauled their photography to focus on a using photo’s that portrayed real patients being cared for in their preferred place of care.
Veronica said: “The refresh will impact our logo, tone of voice, key messages, colour pallet and photography, all of which are vitally important in helping to better engage with our community, from medical professionals to patients and our volunteers.”
In the past two years St Barnabas Hospice has seen a significant increase in the number of people accessing their services from 5,800 at the beginning of 2014 to 9,000 by the end of last year.
With an ageing and growing population the demand for hospice services is expected to significantly grow and this has impacted the charity’s fundraising targets which now surpasses £4 million.
Veronica added: “The brand refresh will help us to better communicate with our supporters about how they can get involved, whether they act as ambassadors, raise funds or volunteer. It is important that our community understand how they can help drive forward palliative care services across the whole of Lincolnshire.”
The refresh was undertaken by Ruddocks, a local design and print company, who donated their time and expertise to refresh the brand free of charge. They will continue to work with the hospice to roll-out the new look across all hospice sites and their marketing materials.
Paul Banton, Managing Director at Ruddocks, said:
“We are delighted to have been involved in the re-branding of such a recognisable, worthwhile and vital charity. Working with the team at St Barnabas has given us a real insight into the work they do and the level of care & services they provide. It is both a pleasure and honour to have been able to help in some small way. We hope the new brand helps widen awareness for what St Barnabas do and the vital role they fulfil to Lincolnshire families.”