St Oswald's Hospice

Changing perceptions of hospice care


Re-position the brand and develop a new identity that changes the public’s perception of hospice care.


Contrary to popular belief, St Oswald’s Hospice is full of life and is a place of hope. St Oswald’s Hospice is a leading North East charity and provider of outstanding and specialist care for adults and children with life-limiting conditions – not just a provider of end of life care.

We completed an exhaustive insight gathering process to understand the hospice.This included not only the history and future vision of the hospice, but its people who work tirelessly to deliver exceptional care. And most importantly, the patients, their families and loved ones, and understanding how they feel after walking through the doors.

We uncovered stories of how the hospice is a home-from-home, a place where children and their families can stay, a place where both living and dying well are given equal importance. A story that the current brand didn’t allow to be communicated – so we set to change that. St Oswald’s Hospice truly offers quality time for everyone.


We created a brand identity that reflected the values and meaning of St Oswald’s Hospice, nodding to the diverse mix of care services provided and range of lives their work impacts.

Initial inspiration came from a mosaic made by patients which brought together an array of elements to depict what the hospice environment is truly like.

The resulting identity was hand-drawn and built around an Ash Tree which is a key part of St Oswald’s Hospice’s history.

The brand colour palette has been developed following research into the impact of colour therapy on patients in care environments and each colour has been chosen based on its psychological meaning.

We created a fresh and flexible brand identity, one that the St Oswald’s Hospice team could own and use to develop ongoing campaigns and marketing materials from. The brand guidelines strike the balance of providing consistency with a level of flexibility – just what they needed.


When the brand was revealed to the Hospice Management Team, James Ellam, CEO of St Oswald’s Hospice said, “Drummond Central has captured the spirit and ambition of our organisation and delivered a new brand identity that everyone within the hospice will wear with pride for years to come.” The new brand will be rolled out over the coming months and will be completed in an efficient and cost-effective manner. Steph Whitehead, Head of Communications and Marketing at St Oswald’s Hospice reflected that “working with Drummond Central has been a pleasure. They have been very supportive, brought their vast knowledge and experience to the table and we’re thrilled with the results.

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