Charity Advertising & Creative

John Taylor Hospice is a truly special West Midlands organisation. It provides practical help, alleviates pain in all its guises and rekindles possibility for people living with a terminal illness. Services are ‘Taylor-made’ and free at the point of delivery. Every day more than 600 people and their families will receive the care they need from the Hospice.

Objective

• Develop a brand identity for John Taylor Hospice that communicates the organisation’s warmth, friendliness and dynamism
• Ensure that the new brand style exudes John Taylor’s personality, whilst still retaining the organisation’s high level of professionalism and credibility as an enterprising force within the healthcare sector
• Differentiate John Taylor from other similar organisations, developing a distinctive style and identity that is like no other brand in the healthcare sector
• Raise awareness and attract new fundraisers with the ‘I Taylor Made a difference’ campaign
• Strategize and deliver an OOH and ambient media campaign

Delivery

• Development of three brand identity propositions for John Taylor (each identity proposal included a brand colour palette, logo lock-ups and graphical elements to create a unique brand style)
• Full creative development of the chosen brand identity
• Roll out of the creative across all marketing collateral
• Development of concept incorporating images and stories of local fundraisers
• Focus on postcode specific – routes and sites chosen with specific fundraisers addresses in mind to showcase their achievements within their local communities
• Creative rolled out across a wide range of OOH media including trains, buses, taxis and large scale outdoor advertising sites

Results

• Excellent stakeholder feedback during a brand focus group
• Successful roll-out of the new brand identity across all marketing materials
• Great client feedback on both Big Cat’s level of customer care and also the design and marketing services provided