Creating a human-centred, age-inclusive campaign whilst boosting effective fundraising.

The Challenge

The charity hadn’t revisited their visual identity since inception, and a lack of continuity meant communications to their audience have been varied and inconsistent. The ‘Forget me Not’ campaign asks the community to “turn purple” for the month of June to raise vital funds and awareness for the Hospice.

Our challenge was to provide a consistent, human-centred approach that would provide the Hospice with a look, feel and tone that matched their high levels of care and community. We identified early on the need to overcome legibility and accessibility issues within their audience.

The Solution

The Halton Haven brand holds a high level of visual, and more importantly, emotional equity with members of the public who have interfaced with the charity. We felt it was vital to create a campaign identity that echoed the brands foundations whilst moving them into modern design principles.

Our idea was to create a thread that brought together people, places, moments and memories. The thread would symbolise the care given and received by people using the Hospice. We wanted to visualise the helping-hand, arm-over-the-shoulder support that the Hospice provides the community.

This ribbon’s shape came from the wing of the butterfly from their logo, and was used as an ever-present feature of image-led communications.

The project had two clear audience profiles; those that were technological and those that weren’t. To appeal across the range we produced a selection of printed direct mail materials, a suite of banners, indoor and outdoor signage, and a suite of static and animated social media assets.