Edinburgh Children’s Hospital Charity (ECHC) does vital work, helping seriously ill children and their families feel supported, uplifted and cared for—often at the toughest times in their lives.
But their existing brand wasn’t quite matching the warmth and energy of their mission. They needed a fresh, confident identity that reflected the charity’s bold personality and big-hearted purpose, without losing sight of their young audience. The brand also needed to flex across everything from fundraising campaigns to in-hospital experiences and a brand-new magazine.
Brand
The new brand brings warmth and personality in spades. We created a colourful visual identity using bold shapes, based on artist-in-residence Cate James’ illustrations, inspired by the playfulness of childhood.
A new tagline, “Child first, patient second”, gives clarity and purpose. And we developed a friendly, human tone of voice that works just as well on a fundraising flyer as it does on the hospital walls.
Magazine
As part of the rebrand, we overhauled Friends, ECHC’s quarterly supporter magazine. Designed to deepen the connection between the charity and its community, Friends highlights the real impact of donations, shares uplifting stories from children and families, and showcases new ways to get involved. We handled everything from editorial planning and design to layout and print management, ensuring each issue felt warm, informative and unmistakably on-brand.
Campaigns & collateral
We helped roll out the new brand across everything from event signage to donor packs, social media assets and beyond. Everything we created had one goal: to inspire support and celebrate the charity’s powerful impact on young lives. We also trained their in-house team so they could run with the new look and feel confidently.
The result
ECHC now has a brand that truly matches the impact they make. It’s heartfelt, professional and full of life, just like the charity itself. The refreshed identity has helped raise awareness, boost fundraising efforts and, most importantly, bring a little more light to children and families when they need it most.
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