How do you transform people's perceptions of hospice care?
Martlets care for people with terminal illness in and around Brighton & Hove – at home and in their hospice. Without the support of the local community they can't continue to offer their amazing services for free. In order to stand out from other fundraising charities we needed to elevate the brand – shining a light on the great work they do. Their shops, volunteering opportunities and local community work also has to come through in their content.
What we did
We ran a series of consultations with staff, volunteers, carers and patients – effectively becoming part of the Martlets team. From that position we were able to build a new strapline explaining the brand, a tone of voice guide including a tone spectrum (to show content creators the most appropriate tone to use for a variety of situations) and key impact pages of the Martlets website.
With our new branding on Martlets charity shops, volunteer applications rose by 70%. Customers and donations also soared. We think it's just the start.