The rebrand has been carried out to raise the profile of the charity and at the same time appeal to stakeholders and potential donors.
The charity raises money to support the work carried out by King’s College Hospital NHS Foundation Trust (King’s), by funding equipment, treatment and research and also works to improve the experience of patients along with their families at King’s.
Creative Concern have designed the brand as well as the website, annual report and also a range of graphics to launch the rebrand for the hospital buildings and sites.
Liz Newell, head of design at Creative Concern and lead brand designer on the project, says that the rebrand was developed to create a “strong public-facing brand”.
“The charity is known for its innovative and pioneering work so we wanted to create a brand that reflected their ambitious and creative spirit,” says Newell.
The new branding seeks to raise the profile of the King’s College Hospital Charity in a a bid to increase donations, says Newell, while also appealing to its supporters and beneficiaries.
The new logo comprises of a large yellow crown in a hand-drawn style, with the words “King’s college hospital charity” set in black alongside the symbol.
The crown is also used separately from the logo throughout the branding, for example in the background of imagery and on the hospital walls.
The primary colour, “signature yellow”, has been used as a literal highlight of the charity’s work, says Newell, aiming to “stand out when seen within the busy hospital environment”.
Imagery used in the rebrand is of people involved with the King’s College Hospital Charity, and also including those that the charity has benefitted.
“Together with our chosen photographer, Noel Murphy, we were privileged enough to meet some really inspiring characters along the way. Our aim was to capture the determination of these individuals, who are once again enjoying their lives after the treatment either they or a loved one received,” says Newell.
The website has been designed in such a way that it is “flexible”, say Creative Concern, enabling it to showcase a variety of different content, from personal stories to fundraiser information. There are also functions such as an online fundraising platform and a feature allowing site donations.
The design studio have also created a set of design templates, streamlined the tone of voice and developed brand guidelines to assist the charity’s in-house team to move forward.
The new branding has already rolled out on the website, branded print and merchandise and is being applied to hospital interiors.
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