USA (Washington Insider Magazine) – GOSH Charity has unveiled an updated brand identity aimed at enhancing its connection with donors and supporters. The rebranding effort includes a new logo and a more direct tone of voice, reflecting a significant shift since its last update in 2017.
Financial Commitment
According to Civilsociety, the charity, which reported a £108 million income for the year ending March 2023, allocated approximately £150,000 for the rebrand. Emphasizing fiscal responsibility, GOSH Charity confirmed to Civil Society that they were mindful of their expenditures throughout the process.
Inclusive Consultation Process
A key element of the rebranding was extensive testing and consultation. Input was gathered from around 3,500 stakeholders, including patients, families, staff, high-value donors, corporate partners, and the public. This comprehensive feedback was instrumental in shaping the new identity, ensuring it honors experiences with honesty and authenticity.
Modern Visual Identity
GOSH Charity’s new visual identity draws from its historical roots, incorporating design elements to inject personality and distinctiveness. The iconic teardrop face logo, inspired by a young patient’s drawing from the Wishing Well Appeal in 1987, remains central to the design. Enhancements include improved digital and print accessibility and the prominent use of blue for better brand recognition.
Engaging Campaign Launch
Alongside the new branding, GOSH Charity has initiated a targeted marketing campaign that underscores the realities faced by children with serious illnesses and the hopeful strides being made through research. The campaign also features a new motion identity with animal illustrations inspired by ward names at Great Ormond Street Hospital.
Expert-Led Project
The rebranding project was led by GOSH Charity’s in-house brand team with contributions from external experts. Impero developed the brand strategy, Stuart Gough and Pentagram provided creative direction, and JKR crafted the new motion identity.
Empowering and Inspiring
Emma Guise, GOSH Charity’s Director of Marketing and Communications, highlighted the inclusivity and digital enablement of the refreshed identity. She underlined the significance of recognizing the hard realities of major kid illnesses while remaining focused on the charity’s objective to protect childhood. The new branding intends to connect more closely with current and potential supporters, encouraging deeper involvement in their cause.
The refreshed brand represents a significant step towards better communicating GOSH Charity’s purpose and rallying more people to support their mission of aiding seriously ill children.
