Martlets
Brand identity
Talking about end of life care
Talking about death is hard. There’s a fine line between sugar-coated whimsy on the one hand and heartless hyperrealism on the other.
Martlets provide outstanding end of life care for Brighton and Hove. But they’re a charity, and without the support of the local community, they can't continue to offer their amazing services for free. This means they need a brand and a voice that allows them to talk about the end of life, in an open, honest and engaging way.
And back in 2018, they didn’t have one.
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 define a new mission, vision and values for the brand, along with a compelling strapline. We then created a light and uplifting new visual identity, and a tone of voice which helped them talk about the end of life care in a way that was honest, compassionate and hopeful.
The result
The immediate impact was a +70% increase in volunteer applications, along with a corresponding rise in donations and customers shopping at their stores.
In the longer term, these building blocks have allowed Martlets to establish a more visible, purposeful presence in the community they serve, and deliver a consistent, engaging message about the amazing work they do.
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Strapline
Visual and verbal brand guidelines
Tone of voice
Messaging
Mission, vision, values
