A rebrand that supports our NHS heroes

As the nation recovers from the pandemic, we all owe a great deal of debt and gratitude to our NHS. And while it would be impossible to show our full appreciation, we’ve gifted our expertise to rebrand the charity that directly supports our NHS heroes at hospitals in Middlesbrough, Redcar and Cleveland, Hambleton and Richmondshire.

Formerly known as the South Tees Hospitals Charity, Our Hospitals Charity is dedicated to improving the services available to over one million people across the Tees Valley and North Yorkshire; services that are delivered to those closest to us, including our own friends, family, neighbours and colleagues.

As well as helping to fund state-of-the art equipment and pioneering research that isn’t routinely available through the NHS, the charity supports staff through care packs, mental health support and a whole host of welfare initiatives.

Working alongside the newly appointed Head of Charity, we recognised the need to improve the organisation’s brand communication, including their purpose and vision. Ultimately, we needed to define their story, raise awareness with the wider public and help the charity shout loud and proud about their crucial role in not only supporting NHS staff, but improving the health and wellbeing of the region.

Head of Our Hospitals Charity, Ben Murphy, said: “During the last year, while we were supporting our incredible NHS colleagues, it was evident that a lot of our donors didn’t realise we existed, or if they did they knew very little about the purpose and the incredible work the charity does across our region.

“We wanted our new brand to communicate our vision and purpose better.

“We exist to improve the NHS in our region for those closest to you. Everything we do revolves around raising money to enhance services, and ultimately enrich our region’s wellbeing.

“We are incredibly grateful to Better who have worked with us over the last couple of months to complimentary create our new brand.”

Armed with a refined story and clarified beliefs, the charity’s new look brand is built around a powerful core purpose to ‘enhance our NHS, for our nearest and dearest’. This is intrinsically linked to the new strapline — ‘making the difference’ — which reflects both the efforts of fundraisers and the impact of the charity, to provide support over and above what’s usually delivered. Visually, the brand builds on familiar charity and care themes, while offering a fresh new look that’s warm and welcoming.

We also introduced a new name which is more local, relatable and descriptive, while bringing a personal and human touch to the fore. Alongside an aligned tone of voice, this helps strategically position the charity within a crowded sector and clearly defines them as an organisation committed to local people’s health and the future of the NHS.

Our MD, Mark Easby, said: “It was clear to us the critical role Our Hospitals Charity plays for over a million people across our region, including our own friends and family.

“However, we recognised their need to improve how they tell their story, personalise their brand and increase awareness of the life-changing difference the charity makes.”

The brand launch coincides with a wealth of exciting activity for the charity, including the donation of twelve original pieces by renowned Teesside artist, Mackenzie Thorpe. The priceless paintings will brighten the walls of The James Cook University Hospital’s new Children and Young People’s Emergency Department, which is being built thanks to generous donations from charity backers.

With the help of the organisation, Mackenzie Thorpe has already donated a pin badge featuring one of his works of art, which was given to over 10,000 staff across the trust to say thank you for their amazing efforts during the pandemic.

Our Hospitals Charity supports hospitals and community care settings including James Cook, Redcar Primary Care Hospital and Friarage Hospital in Northallerton. The charity is funded entirely by generous donations from the public, organisations and businesses. If you’d like to support NHS staff, services and patients in our region, head to their website.

Keep an eye on our projects page for the full case study shortly.