Hospice hails bold new brand refresh as a pivotal moment in its 32-year history

A hospice founded 32 years ago has hailed its new look as a pivotal moment in its ongoing journey of growth and innovation.

The full brand refresh at St. Michael’s Hospice (North Hampshire) is the first since it was established.

The Basingstoke-based independent charity says it has reimagined its visual identity, messaging, and overall brand strategy to resonate more deeply with patients, families, and supporters.

The final result reflects its “unwavering commitment to providing care and support to those facing life-limiting illnesses or experiencing bereavement” according to St Michael’s.

Key highlights of the brand refresh include:

• Modernised logo with an evolution of the original hospice snow goose.
• Refreshed visual identity.
• Enhanced messaging aimed at better communicating the hospice’s values, mission, and commitment to delivering free, high quality, compassionate end-of-life care and support to patients, their families and carers.

Iain Cameron, Chief Executive, said: “The refresh to our brand was long overdue, having been unchanged in over 30 years.

“It is so important that our image remains modern and innovative, just like our services, but I know that we must stay sensitive to those who, so generously, support us.

“We therefore have decided to slowly evolve our new branding to avoid unnecessary expenditure, ensuring that our priority is caring for those living with a life-limiting illness in North Hampshire.

“We held many stakeholder sessions in the last year to gain feedback on our original brand and as a result, felt it was vital to keep our snow goose within the brand.

“The story truly depicts the very fabric of our ethos and philosophy that your local hospice has become associated with.”

St. Michael’s Hospice is inviting its customers, patients and supporters to explore the new brand identity on its updated website https://www.stmichaelshospice.org.uk/ social media channels, and in all future communications.

The hospice has an annual operating cost of £6.2 million with around 16 per cent received through the government.

It needs to raise £14,000 a day to continue to provide free compassionate care for people in North Hampshire who have a life-limiting illness, are facing the end of life or experiencing bereavement.

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