Finding a new way to say the unsayable
Martlets
Visual and verbal identity
Martlets needed a new voice to talk about their life-changing hospice care and connect with the community.
What we did
Tone of voice
Strapline
Messaging
Visual and verbal
guidelines
Mission, vision, values
It’s not easy to talk about death – there’s a fine line between sugar-coated whimsy and heartless hyperrealism. But if you offer end-of-life care, you need to be able to talk about these subjects in an open, honest and engaging way.
Martlets provide incredible end-of-life care for Brighton and Hove. But they’re a charity, and without the support of the local community, they couldn’t continue to offer their outstanding services for free.
They asked Lark to help them find a new voice and a brand identity that would connect with more supporters.
“Lark worked closely with our teams, so we knew they really understood us as an organisation and could create a brand that truly reflected who we are and what we do.”
Imelda Glackin, CEO, Martlets
After running a series of in-depth consultations with staff, volunteers, carers and patients, we developed a new mission, vision and values for Martlets, along with a compellingly positive strapline: Life-changing hospice care.
We then created a light and uplifting visual identity, and a new, hopeful tone of voice to help them talk about end-of-life care in a more honest, consistent and compassionate way.
Over time, these brand building blocks allowed Martlets to establish a more visible and purposeful presence in the community they serve.
Impact
Almost immediately after rolling out Martlet’s new messaging and identity, there was a +70% increase in volunteer applications, along with a corresponding rise in donations and customers at their charity shops.
