Charity Advertising & Creative

John Taylor Hospice

 

Client

John Taylor Hospice is a truly special West Midlands organisation. It provides practical help, alleviates pain in all its guises and rekindles possibility for people living with a terminal illness. Services are ‘Taylor-made’ and free at the point of delivery. Every day more than 600 people and their families will receive the care they need from
the Hospice.

Objective

  • Develop a brand identity for John Taylor Hospice that communicates the organisation’s warmth, friendliness and dynamism
  • Ensure that the new brand style exudes John Taylor’s personality, whilst still retaining the organisation’s high level of professionalism and credibility as an enterprising force within the healthcare sector
  • Differentiate John Taylor from other similar organisations, developing a distinctive style and identity that is like no other brand in the healthcare sector
  • Raise awareness and attract new fundraisers with the ‘I Taylor Made a difference’ campaign
  • Strategise and deliver an OOH and ambient media campaign

Delivery

  • Developed three brand identity propositions for John Taylor (each identity proposal included a brand colour palette, logo lock-ups and graphical elements to create a unique brand style)
  • Full creative development of the chosen brand identity
  • Roll out of the creative across all marketing collateral
  • Development of concept incorporating images and stories of local fundraisers
  • Focussed on postcode specific – routes and sites chosen with specific fundraisers addresses in mind to showcase their achievements within their local communities
  • Creative rolled out across a wide range of OOH media including trains, buses, taxis and large scale outdoor advertising sites

Results

  • Excellent stakeholder feedback during a brand focus group
  • Successful roll-out of the new brand identity across all marketing materials
  • Great client feedback on both Big Cat’s level of customer care and also the design and marketing services provided