HEALTHCARE WORKERS’ FOUNDATION

Paid
Branding
Earned
Creative
Social
Comms
Owned
Tech

WHY

HEROES was aware their name was common in the charity sector across several causes, meaning significant SEO and distinctiveness challenges. Add to that healthcare workers not liking being identified as ‘heroes’ and an ambitious plan to launch a new tech-driven platform linking all suppliers of aid with medical staff for an imminent second wave of COVID-19 – and a new name and brand (or two as it turned out), was needed, fast.

WHAT

  • Created a range of new name suggestions with strong justifications and a clear recommendation – the name had to resonate with both healthcare workers and donors alike
  • Delivered new logos and applications across social channels
  • Created an abbreviated brand guidelines and associated social assets

HOW

  • Reviewed the charity landscape
  • Conducted desk research, interviewed stakeholders and healthcare workers
  • Plotted winning functional and emotional benefits to aid naming
  • Mapped out brand architecture. This highlighted our recommendation to separate out the tech platform as a sub brand underneath a more traditional, donor-friendly parent brand
  • Conducted an internal creative workshop to rename and present 10 strong options, plotted on a positioning chart to outline territory
  • Created three logo routes and colourways for the chosen names, to then narrow down and refine
  • Designed a guideline and all assets across web and social

THE BOLD SPACE:
'CHARITECH'

What HEROES, now named Healthcare Workers’ Foundation, was doing was more than just rebranding their charity; they were creating a new era for connecting suppliers, those in need, charities and donors. We defined this as a new sector – ChariTech - naming the sub-branded platform ‘Healthchain’, symbolising the community led links of aid that can be immediately mobilised in a crisis, setting a hopeful precedent for the future.