Frimley Health Charity
We were appointed by Frimley Health Charity to undertake a rebrand following a decision at Board level that the organisation needed to work harder to differentiate between its three hospitals.
The first challenge was a strategic one. To date, there had been little visual difference between the sub brands for each of the hospitals. As such, it wasn’t easy to identify which communications were designed for the charity as a whole and which were ones for each of the hospitals. This was leading to a lack of clarity with hospital-specific fundraising events and donations.
We created a hierarchy for the brand which allowed each hospital to have its own primary colour. In addition, each hospital, whilst inheriting the primary brand icon, dropped the wording ‘Frimley Health Charity’ and used the name of the hospital instead for optimum clarity. The primary brand icon was made up of lozenges which interacted with each other, overlapping to show collaboration, but also creating a medical aesthetic.
Following the rebrand, an audit of the existing website was undertaken externally, which highlighted usability issues around site speed, administration and SEO. Ave was commissioned to undertake a phase of consultation with the charity and its website users to get a better vision for how the website could become a more strategic and useful tool.
It was clear that the primary user engagement goals were to make donations and sign up for fundraising events. Given the critical nature of these actions, as money raised helps to save and improve patients’ lives, it was imperative that the UX for the new site was optimised to meet these goals.
We worked to ensure that there was a sound user logic to the content, with clearer calls to action, a simplified menu, and an easy-to-follow process for revenue generation. Third part donations and events integrations were coded into the site, as was a Woo Commerce shop.