What drove the change in brand?
Shooting Star Chase runs children’s hospices in Hampton, Middlesex, and Guildford, Surrey. It wanted to challenge the misconception that children’s hospices are sad places and show instead that its hospices are happy, energetic places that work to make every moment count. The charity is the result of a 2011 merger between Shooting Star Children’s Hospice and the children’s hospice Chase, and has had to contend with the loyalty that supporters, families and stakeholders had towards the previous organisations.
What did the change involve?
The charity came up with characters called Friendlies, created from individual fingerprints. Each character reflects the unique care and support given to each family. The brand needed to reflect the sad times as well as the happy ones, so the charity developed five logos, and staff and supporters are encouraged to use whichever best fits a situation. The agency Fitch London carried out the rebranding work for free after a member of the family of one of its directors was supported by the charity.
What difference has this made?
The fundraising team reports a rise in engagement from existing supporters and the brand launch received good media coverage. The charity says the rebrand has allowed it to be more friendly without being insensitive.
What did the judges say?
Deana Selby, publications manager at the Dogs Trust, says: "I loved the idea of the Friendlies characters: they’re warm, appealing and look great for children."
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