Birmingham Children’s Hospital

New Fundraising Brand & Guidelines: Doing more for sick kids

Development of a new overarching fundraising proposition and set of fundraising guidelines for Birmingham Children’s Hospital Charity, encompassing visual and verbal identity, key messages, boilerplate copy, photography guidance, marketing and fundraising collateral templates.

The Story

The Birmingham Children’s Hospital charity had always been very successful in raising money for specific areas of the hospital’s work such as items of equipment, or the research and treatment of specific diseases. However, there wasn’t an exciting overarching, unrestricted fundraising proposition that would allow the BCH Charity to raise money for the general work of the hospital and to improve the day-to-day experience of the young patients and their families.

We worked with the BCH Charity to update their existing brand to reflect the new fundraising proposition of ‘Do more for sick kids’ – including developing a refreshed verbal and visual identity that built on the strength of the existing brand – and particularly the balloon icon as a symbol of hope.

The new identity is positive and uplifting – offering both a rallying cry to supporters to ‘do more’ for sick kids at the hospital as well as reflecting the extraordinary lengths that the staff and families go to to support the young patients.