Charity Branding Case Study: St Peter’s Hospice
St Peter’s Hospice has launched a new strategy and unveiled an updated visual identity.
The changes come with a clear goal: to double the charity’s reach and provide care for longer, supporting people for up to 12 months before death, not just in their final weeks.
It’s an ambitious and important shift. With the number of people needing end-of-life care apparently set to rise significantly in the coming years, their mission to bring compassion and understanding to a difficult journey feels both urgent and welcome. A new website, clearer messaging and a more accessible brand identity all make sense as part of that wider move.
But as with any rebrand, one of our favourite questions to ask is: does the new identity do justice to the depth of the work and the values of the charity?
Rebrands should begin with strategy, not style
Too often, design changes are made in isolation. But the best rebrands start with strategy. They’re built on community insight, shaped by organisational goals, and focused on removing the barriers that stop people engaging.
St Peter’s Hospice has clearly done its research.
The team uncovered some crucial findings, for example a third of the public didn’t understand what the charity did, almost half didn’t realise care was delivered at home, and some even thought the service had to be paid for. Their brand was described as dated and unreflective of the range of services they offer.
So, the goal was set: modernise, clarify, and build trust. A more accessible and confident brand would help remove confusion and widen their reach.
What the new identity gets right (and what it could have done better)
The new look is cleaner, more modern and certainly more flexible across digital platforms.
The pared-back design and updated website are practical moves, and the icon, a ‘P’ shape with a subtle leaf in the negative space, is simple and scalable. The same shape is used as the apostrophe in ‘Peter’s’, giving a small sense of consistency across the wordmark.
But here’s the thing: it feels safe. Possibly too safe.
The overall impression leans corporate. The leaf doesn’t appear to hold any particular symbolism, and while the updated design is clean, it lacks emotional depth. This feels like a missed opportunity.
With such a powerful mission and a service rooted in care and human connection, the identity could have carried more meaning.
Icons like hands (nodding to their previous logo), a home (highlighting where their care happens), a heart (signifying care and dignity) or even something botanical with more narrative potential, such as a seedling or branch (representing generations and legacy), might have offered more warmth or clarity.
These kinds of ideas don’t just look nice, they help people feel something. And feeling something is often what drives people to act, to donate, or to ask for help.
We also know the team was conscious of avoiding religious references, which may be why the ‘St’ in the logo was reduced in size and visual weight. That’s a sensible choice if you want to avoid assumptions about faith-based care. But moving away from that doesn’t mean the identity has to lose all connection to story, history or place.
Investing in impact
It’s worth noting that the rebrand and messaging work cost less than 1% of the charity’s total annual expenditure. On the surface, that may sound small, but with annual spending close to £20 million, it’s a potentially significant investment.
Even so, we’d argue it’s a wise one. The hospice has committed to serving more people, for longer, in a more flexible way. That means changing perceptions, simplifying access, and building trust. In that light, a clearer, more engaging brand is a critical part of the toolkit.
As chief executive Susan Hamilton put it:
“By modernising how we look and sound, we can break down some of the misconceptions to increase our reach and income.”
That’s a strong statement of intent. And it’s the right ambition.
A final thought
At Bara, we believe charity brands work best when they connect the dots between strategy, storytelling and design.
St Peter’s Hospice has taken important steps forward, backed by research and shaped by a strong vision for change.
Our only encouragement? Don’t be afraid to let your brand carry a bit more heart!
A logo doesn’t have to say everything. But it should say something that matters.
