What it had to solve
The charity funds equipment, research and treatment for King's College Hospital NHS Foundation Trust and needed a strong public-facing brand to raise its profile, increase donations and emotionally connect supporters and beneficiaries.
The idea
A hand-drawn highlighter crown in signature yellow that literally highlights the charity's work — on walls, in imagery — paired with authoritative serif Ingeborg.
How it works
New logo, a flexible website with an online fundraising platform, annual report, launch graphics for hospital buildings and sites, photography by Noel Murphy of patients and supporters, a 'confident, pioneering, vibrant and collaborative' tone of voice, and brand guidelines for the in-house team.
What it did
Rolled out across website, print, merchandise and hospital interiors; Design Week reported no figures — the stated aim was profile and donations.
Background
King's College Hospital Charity raises money to support the work of King's College Hospital NHS Foundation Trust — funding equipment, research and treatment, and improving the experience of patients and their families. In early 2019 it launched a rebrand by Creative Concern, replacing two coexisting identities that, according to the studio's head of design Liz Newell, had led to 'confusion' and 'a lack of emotional connection across their different audiences'.
The new identity pairs a large, hand-drawn yellow crown with the strong serif Ingeborg — 'the perfect balance of authority and human expression', said Newell. The crown also works as a standalone graphic device: appearing in the background of imagery and painted on walls in hospitals, while the 'signature yellow' acts as 'a literal highlight' of the charity's work, chosen to stand out in the busy hospital environment.
The rollout covered a flexible website holding everything from personal stories to fundraiser information, with built-in online fundraising and donations; the annual report; launch graphics for the hospital's buildings and sites; and photography by Noel Murphy capturing 'the determination of these individuals, who are once again enjoying their lives after the treatment either they or a loved one received'. Templates, tone of voice and brand guidelines equipped the charity's in-house team to carry the brand forward.
Why it lands
Two parallel identities diluted recognition and emotional connection, so one mark had to serve donors and beneficiaries at once.
The charity needed a public-facing brand strong enough to lift its profile and, with it, donations.
A highlighter-yellow device solves a specific place problem: being seen inside a busy hospital full of competing signage.
Photography of real patients and supporters grounds the 'ambitious and creative spirit' the brand claims in real people.
What you can take
In a crowded environment, a signature colour used as a literal highlighter makes every touchpoint — even a hospital wall — point back to you.
Since then
The branding rolled out across the website, branded print communications, merchandise and hospital interiors through 2019; Design Week's report carried no adoption or fundraising figures.
FOLLOW THE EVIDENCE