Based in West London, St Luke’s Hospice provides invaluable care for people in Harrow and Brent whose illnesses are no longer curable. Their sole aim is to empower them and provide the best care and support. The previous St Luke’s logo was based on a classic illustration of a Lilly. With stakeholder feedback, the associations of the plant were seen as negative and outdated. After a paid creative pitch I was commissioned to create a new brand style that would reflect the amazing work undertaken at St Luke’s by their staff, partners and volunteers. The flower was replaced by a stylised 'light burst’ to reflect the empowerment aspect of the hospice. This was complemented with a bespoke hand script wordmark. An expansive purple colour palette was also developed so as to retain the heritage of the hospice.
The new branding has been integral in revamping their 18 charity outlets, with external signage and internal graphics being key areas. The campaign has now been rolled out to include a plethora of fundraising events, website and publications.