Skip to content
Referrals Donate Call Us

We’re St Elizabeth Hospice

It’s been over a decade since we last reviewed our brand, and a lot has changed.

Since 2015, our services have expanded, along with a range of sub-brands and identities that emerged organically. The external environment is also very different – from healthcare policy and the economic climate to trends in charity retail, fundraising, digital and social media.

Our ambitions have evolved too, with exciting plans to build an additional hospice facility in Gorleston. It’s the right time to ensure we have a united identity that reflects all the communities we’re here to serve.

We want everything we do – from our care and support to our fundraising, shops and online presence – to be joined up, reflect who we are and be true to our values. That’s why we’ve decided to update our brand.

Tell us your thoughts

Watch our video from Judi Newman, CEO:

How did we do it?

We worked with the brilliant team at Spring, a local brand and marketing agency based in Southwold, to develop our new brand. They’ve worked with us in the past and are long-time supporters. Several of their team have personal connections to the hospice and they were hugely excited to be part of this journey with us.

The first step was to ask lots of questions! The most important thing was to understand the thoughts and experiences of everyone who makes St Elizabeth Hospice such a special place.

We engaged with our Trustees, volunteers, staff, supporters and those with lived experience of our care through one-to-one conversations, meetings, workshops, surveys and webinars.

We built a strong understanding of who we are, what we mean to the local community and how our brand needs to work for us. Every creative decision that followed – brand personality, tone of voice, logo, colours, fonts – was informed by the insight we gathered during that process.

Feedback from staff, volunteers & stakeholders

Here is some of the feedback we had during the insight phase:

“I like the thought of having a brand that connects Suffolk and Norfolk communities together. No multiple logos, we just need one!”

“It’s time to change it to be more inclusive”

“I feel the future brand should easily link all services and areas so anybody knows they are all part of one common cause”

“Do away with the hexagon, its old fashioned, there’s so many charities out there, we need to be striking and show that small charities can stand out of the crowd”

Who are we?

Our purpose hasn’t changed. We’re here to improve the quality of life for people living with life-limiting illness, through compassionate, personalised care and support.

And our values define what we stand for, shaping our behaviour and guiding our decisions. We’ll always act with consistency, integrity and purpose in everything we do.

  • Compassion takes courage
  • Every moment matters
  • Learning never ends
  • One team, one community

Our personality

We also took the time to think about our brand ‘personality’ – the characteristics that reflect how we communicate and the experience we create for patients, families and our wider community.

We are:

  • Human – we treat every interaction, whether with patients, families, staff or the wider community, with warmth, empathy and genuine care
  • Confident – we communicate with clarity and assurance, showing our expertise in everything we do
  • Thoughtful – we take a considered and measured approach, always learning and thinking things through
  • Full of life – we create a culture and environment that celebrates and enhances living, even in the face of challenging circumstances

Our new look

We love our new look – and we hope you do too!

Our new logo was created around a balanced, contemporary typeface that combines clarity with warmth. It’s open and approachable, but also straightforward and confident.

The stylised ‘e’ character introduces a gentle sense of movement and suggests a supportive embrace – reflecting how patients and families tell us the hospice wraps around and supports them.

Each of our services – such as Zest, LivingGrief, OneCall, 565 Service – now uses the ‘e’ to unite under the main St Elizabeth Hospice brand, showing that they are part of our family of services. The ‘e’ is also used as a graphic element within our wider visual identity, for example, in photography.

Our young adult care
Our 24/7 advice line
Our bereavement service
Our support for children

Our colours

Colour is really important in our brand. We wanted to reflect our connection to our locality, and our palette is drawn from the ever-changing skies across our region. We cover a wide geography across Ipswich, East and Mid Suffolk, Great Yarmouth and Waveney. Whether you’re on the coast, in an urban area or in the countryside, our expansive East Anglian skies are a unique feature that bring us all together.

Our colours are warm and welcoming, reflecting our brand personality. They range from subtle and understated to warm, energetic and confident. This allows us to express both our care and expertise, as well as the energy and positivity behind our activities.

Our core colours – day sky and night sky – are a nod to the round-the-clock care we give to patients and families. We’re with you when it matters most: 24 hours a day, 365 days of the year.

What do our staff and volunteers think?

Throughout the project, we’ve kept staff and volunteers up to date and involved. We’ve been overwhelmed with all the positive reactions to the new brand:

“The refreshed branding feels modern, warm and welcoming, while also creating a calm reassuring tone that reflects the compassionate environment we aim to provide.”

“It’s excellent and great value for money too. I am sure it will improve access to our services and help fundraising too.”

“So fascinating to hear all about the background, thought and considerations that go into creating a new brand – thank you for sharing so much of this process with us. Love the new brand.”

“Love how the ‘e’ unifies everything. I think this is great – well done to all involved.”

How much did it cost?

Following a robust pitch process and approval by our Board of Trustees, the research, consultation, and creative development phase cost £45,000 +VAT. This was taken from a designated fund, set aside by our Board of Trustees from unrestricted funds, and did not impact our core operating budget. The rebrand was felt to be an overdue investment that would benefit all aspects of our work, allowing us to reach and support more people, raising awareness of our services and increasing our income generation potential.

Further funds were approved by the Board to support roll out – however, much of the work required will form part of ‘business-as-usual’ and the natural replacement of branded items. We’ve been mindful of minimising costs wherever possible, for example, by phasing our roll out over several months, running down existing stock before replacing items, and co-ordinating with planned refurbishments and upgrades to avoid duplication of work.

We believe the benefits of our updated brand – increased awareness, stronger engagement, and greater fundraising potential – far outweigh the investment. The more support we attract, the more improvements and developments we can fund across the hospice and our services.

Excuse us while we’re changing!

Throughout 2026, you will likely see our old brand alongside our new one in some places, as we gradually switch over to the new identity.

We’re committed to being as sustainable as possible. We’ll be running down our stocks down of printed materials and finding environmentally friendly solutions to new products, which have been factored into our budgets.

Our retail shops will be rebranded over a phased period of time too. So, your local shop may not change for a few months, but you may see changes at other stores.

We’re aiming to have the brand fully embedded by March 2027. A rebrand is a big undertaking and it doesn’t happen overnight, but we can’t wait to see it come together!

Tell us your thoughts

Share your feedback

We’d love to measure the impact of our new brand and hear feedback from our supporters. If you’d like to contribute, please use this form to share your feedback with us
Have a question that isn't answered here?

Please email us by clicking this button and we’ll do our best to help.

Sign up to keep up to date with the latest news and announcements

Subscribe to email newsletters or our printed bi-annual newsletter for the latest fundraising, events, retail, volunteering and news from St Elizabeth Hospice services.

Sign up