St Catherine's Hospice
Services
Brand Creation
St Catherine’s Hospice has helped to provide quality palliative and end-of-life care for patients and their families in their local community since 1985.
Their care and impact reach far: Their onsite in-patient unit has beds for 19 patients providing in-home care for patients, keeping families as close as possible for longer. And their 8 charity shops help to raise valuable funds for the hospice.
A commissioned market research study in 2024 revealed several issues including their unprompted brand awareness which stood at just 47%. They approached B&B to help them evolve their existing brand and identity as their current branding was no longer fit for purpose.
St Catherine’s Hospice has helped to provide quality palliative and end-of-life care for patients and their families in their local community since 1985.
Their care and impact reach far: Their onsite in-patient unit has beds for 19 patients providing in-home care for patients, keeping families as close as possible for longer. And their 8 charity shops help to raise valuable funds for the hospice.
A commissioned market research study in 2024 revealed several issues including their unprompted brand awareness which stood at just 47%. They approached B&B to help them evolve their existing brand and identity as their current branding was no longer fit for purpose.
The outline of the project encompassed all aspects of the branding process from helping to reestablish their brand strategy including their proposition, to evolving their identity making it fit for a digital-first market. It was important for them to retain what was viewed by key stakeholders –fundraisers, volunteers and trustees– as brand assets that retained some level of brand equity, namely their butterfly and core palette.
The Design
To ensure recognition with their existing audience was not lost we retained their butterfly logo, but evolved it over multiple iterations to what is now a more clean, contemporary and ownable aesthetic. The previous design felt a little bit like clipart and as such didn’t feel distinct. It was also far too detailed to reproduce at a smaller scale over digital platforms.
We introduced a secondary colour palette to help create differentiation between different messaging pillars, and several new brand fonts for headlines and body copy. Accessibility was a key consideration with both of these.
The Tone of Voice
Working collaboratively we helped to establish their brand voice, a tone that reflected their core values of compassion, care and commitment. This then fed through to the messaging we helped to write, alongside the strapline that underpinned what they stood for - Together with compassion.
"I had struggled to find a creative agency that understood what I was trying to achieve. I was immediately impressed by the time Bread & Butter invested. Simon has a really high calibre team that showed genuine interest, empathy and enthusiasm in my business. The team challenged me in a way I hadn't expected, which ultimately led to a brand identity that exceeded my expectations and provides me a great platform to grow my business."
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