Southampton Hospital 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 Hospital 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
Uncovering and evolving the SHC brand
At Frost Creative, our process always begins with analysis. We conducted in-depth interviews with staff, key stakeholders and corporate donors, as well as reviewing past customer and market surveys across all audience groups. By building a complete and comprehensive understanding of the charity and its work, we were able to develop a brand proposition based on the facts – not subjective judgements or unfocused creativity.
From there, we began repositioning the brand around what makes the charity so unique and the value it was already delivering to audiences. This approach meant we remained faithful to the organisation and its work, as opposed to creating a poorly-fitted brand that would feel disingenuous or irrelevant.
A complete brand toolkit for growth
We developed new brand positioning under the aspirational message of ‘Transforming lives, together’. Distinctly, our new brand was a way to communicate impact and call supporters to arms at the same time.
We then 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. As a result, SHC can use our key messages, visual tools and existing collateral, while also ensuring that any new communications are consistent and on-brand.
Today, Southampton Hospital Charity can grow with impactful, effective and consistent communications – and drive fundraising revenue for years to come.