Martlets Hospice: content strategy, tone of voice, copywriting

How do you transform people's perceptions of hospice care?

The brief

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.

The difference

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.


Lark took us through the process of reviewing our brand, enabling us to be creative and reach a new position with our look and feel as an organisation. The team worked closely with our teams, so we knew they really understood us as an organisation and were then able to create a brand that truly reflected who we are and what we do.
— Imelda Glackin, Chief Executive, Martlets