Mid Cheshire Hospitals Charity was struggling to secure vital donations due to low public awareness of their work. Many potential supporters didn’t know how to donate or where their contributions would go, while even internal stakeholders felt disconnected from the existing brand identity. The challenge was clear: reposition the charity to be more engaging, impactful, and top of mind for both donors and the wider community.

We began by conducting in-depth workshops with internal employees, volunteers, and fundraisers to understand their perspectives. The key insight? The existing branding lacked meaning and connection, even for those closest to it. This led us to develop a new brand positioning that placed people, impact, and community at its core.

The creative solution, ‘Donations that go the distance,’ became the heart of the new identity. A continuous line graphic was introduced as the primary visual device, symbolising the journey of every donation from the moment it is given to its lasting impact on patients and their families. This flowed across all touchpoints, from digital campaigns to fundraising materials, reinforcing the message that every contribution makes a tangible difference.

Beyond just a rebrand, we ensured longevity by equipping the charity with the tools they needed to sustain their new identity. A bespoke Canva toolkit empowered them to create branded content without relying on external support, while a communications plan helped them maintain visibility and engagement. The result? A revitalised charity brand that is not only visually striking but also emotionally resonant, ensuring donations truly go the distance.