Supporting St Helena with a new brand
St Helena is an Essex based charity that provides terminally ill people with specialist care, as well as supporting their friends, family and carers.
The Problem
At a time when the charity sector faces several challenges, including the impact of the cost-of-living crisis on donations, as well as an ageing population, St Helena needed to refresh their brand to reflect their new values: Bold, Passionate and Caring. The brand needed to speak to a number of audiences including supporters and donors, care users and their friends/families, 700+ volunteers and 300+ colleagues. St Helena has made a significant impact in the north east Essex area and, as a result, the brand needed to be approached with sensitivity to support the connection St Helena has with the local community.
The Solution
Working closely with the St Helena team, we developed a distinctive and recognisable wordmark, as well as a new strapline – ‘For the people you love’. This underpins both the strong connection St Helena has with the local community and the incredible care and support they provide to people at a time when it is needed most.
We went on to develop a comprehensive set of brand guidelines covering brand architecture, typography, colour palette and a series of applications from pin badges to shopfront design and advertising campaigns. An engaging brand book was also designed, allowing St Helena to pick up the new branding, communicate it to the wider team and apply it to their own materials.
We also undertook brand research, conducting a series of face-to-face interviews and hosting an online survey to build an understanding of current brand awareness and perceptions. The research gathered qualitative and quantitative responses from a wide demographic in Essex and the surrounding area. This sets a benchmark for a follow-up survey in 12 months' time, allowing for comparison against the new brand.
