Ashford and St Peter's Hospitals' Charity

The brief was to rebrand and refresh the long-established Trust charity logo, creating a more fun, lively, fresh and colourful identity while preserving its strong connection to the organisation and community it supports.

During the discovery phase, market research was carried out through supporter and staff focus groups to better understand perceptions of the existing brand and identify opportunities for improvement. Insights gathered from this research informed the development of the charity’s new visual identity, including logo design, brand guidelines, merchandise, fundraising materials, and event collateral, ensuring a consistent and recognisable presence across both print and digital platforms.

Group Model

In 2025, Ashford and St Peter’s Hospitals NHS Foundation Trust and Royal Surrey NHS Foundation Trust formed a new group partnership, bringing together two established NHS trusts under a shared leadership model while maintaining their individual identities.

As part of this transition, I was tasked with developing a cohesive group visual identity that reflected the partnership between the hospitals while respecting the heritage of each organisation. The challenge was to create a unified style system that visually connected both trusts and effectively incorporated the existing brand colours from each organisation into a consistent and recognisable group brand.