Mary Potter Hospice has been providing specialist palliative care to the Wellington region since 1979. The brand itself was out of date and needed to expand it’s relevance across diverse cultures, while connecting with a range of audiences, including patients and families, staff and donors.
The first step was defining the brand proposition of ‘Treasuring Every Moment’ to reflect the core promise to patients and families. The logo reflects the circle of life within a windmill device that suits Wellington. The star in the middle represents the patient, who is always the main focus. The tag line ‘With you’, makes a simple and clear connection with audiences to reinforce the supporting and caring role of Hospice.