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 Hospitals Charity can grow with impactful, effective and consistent communications – and drive fundraising revenue for years to come.
Delivering a bold new charity brand
- Brand strategy
- Brand positioning
- Brand guidelines
- Brand development
- Photographic guidelines
- Tone of voice
- Campaign collateral
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