Creating one seamless brand for Southampton Hospitals Charity

Delivering a coherent and consistent brand

Southampton Hospitals Charity is a well-respected local organisation, bringing together 300+ individual funds and a Southampton Children’s Hospital sub-brand. But a wide-reaching scope of work was leaving the charity’s supporters, staff and other stakeholders confused about what the brand did and stood for.

Southampton Hospitals Charity approached Frost Creative with a complex, sprawling challenge: to create a reinvented brand architecture, tone of voice and messaging that would drive consistency, streamline communications and make it easier for every stakeholder to stay engaged.

Building a cohesive brand to:

  • Attract new donors and increase revenue

  • Strengthen long-term relationships and in turn, increase revenue

  • Increase asset value and brand equity

  • Drive visibility of marketing and fundraising communications

  • Ensure lasting consistency with extensive brand guidelines

We repositioned the brand around what makes the charity so unique and the value it was already delivering to audiences, meaning we remained faithful to the organisation and its work.

We developed created the new brand positioning under the aspirational message of ‘Transforming lives, together’. Our new brand was a way to communicate impact and call supporters to arms at the same time.

We expanded on this positioning with detailed messaging for each audience group, an engaging new visual system, and 100 pages of brand and tone of voice guidelines.

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