Brand strategy & proposition development

British Heart Foundation

 
I kickstarted and led a major brand review for the British Heart Foundation (BHF), one of the UK’s best-known and most trusted charities. While the charity had a strong reputation, it faced a real challenge: heart and circulatory diseases just weren’t top of mind for the public in the same way other health issues were. That lack of urgency was holding the BHF back from raising the funds needed to keep their life-saving research moving forward.

The review set out to shift how people saw both the cause and the BHF itself. I led the process of finding the right agency partner and steered the review from start to finish across several key projects. These included developing fresh messaging that spoke more clearly to supporters and stakeholders, creating a new visual identity, and updating materials across the organisation to reflect the new look and feel. It was a big, exciting piece of work, one that helped reposition the BHF and reconnect people with the urgency and importance of its work.

Following the rebrand in 2018, the BHF’s consideration, impact and urgency metrics reached their highest recorded levels. They were named as the 2nd most valuable charity brand in the UK and the most popular charity with the British public.