St Luke's

Healthcare | Brand Refresh & Wayfinding

Challenge: St Luke's Hospice needed to modernize their dated lily-based logo, which stakeholders felt carried negative associations inconsistent with their mission to empower people whose illnesses are no longer curable.

Strategic Approach: Led and won competitive pitch by proposing a rebrand centered on empowerment rather than end-of-life imagery. Replace traditional hospice symbolism with positive visual language that reflects staff, partner, and volunteer dedication.

Solution: Replaced the lily with a stylized 'light burst' symbolizing empowerment and hope. Developed bespoke hand-script wordmark for warmth and humanity. Created expansive purple color palette that maintains hospice heritage while feeling contemporary and uplifting. Brand system extended across 18 charity retail outlets with new external signage and internal graphics, significantly improving visibility and donor engagement.

Impact :Transformed public perception of the hospice from traditional end-of-life care to empowering support. New brand increased charity shop visibility and donor recognition across Harrow and Brent.

Role: Brand Strategy (via competitive pitch) | Identity Design | Wayfinding | Retail Graphics