Hampshire and Isle of Wight Air Ambulance provides critical care day and night to people who need it most. This does not come cheap, in fact it has to raise over £250,000 a month! As a charity it relies almost solely on public donations to achieve this.
We were honoured to be commissioned by HIOWAA to lead their vital brand re-alignment as a direct result of our previous work to revitalise their fundraising publication, Helimed 56.
Since beginning operations in 2007 the charity has grown significantly and its service has strengthened including the recent introduction of night flying.
The future of the charity is reliant upon better support through increased engagement with the brand but the visual brand identity was dated. The logo was overly complex and the tone of voice undefined internally and externally.
We began with face to face research to measure perceptions both internally and externally.
Our research revealed some very valuable insight, but above all it showed us that the HIOWAA brand is all about people. Using our findings we were able to define the brand values, vision, mission and strapline.
Nobody mentioned or even knew about the Critical Care Team on board.
62% of people thought that the key benefit of the service is speed.
Only 5% of people realised that there are doctors on board the helicopter.
71% of people knew the Air Ambulance is NOT funded by the NHS.
14% of people think the Air Ambulance is part of the NHS.
To always bring exceptional pre-hospital critical care to you.
To ensure that, through your support, we always bring exceptional critical care to people in Hampshire and the Isle of Wight.
Supported by you.
Drawing on our brand research and investigation we have designed a unique, modern & flexible identity that will represent the charity with strength and clarity.
Brand typeface - FF Unit
As well as our new logo our research revealed that the HIOWAA brand is all about people. Using our findings we plan shift the emphasis from the obvious helicopter to the actual people who deliver our outstanding service to re-aligning and humanise our charity. We also redefined our brand values, vision, mission and strapline to better reflect our service and where we aim to go in the future.
"Everyone at the charity has learned so much from our brandscape exercise. I don’t think we really understood either the components or the strength of our brand, but Simon, Brook and Laura have lead us through a meticulous and methodical process that has given my team real confidence to take our charity’s brand forward. Their skill and experience, as well as their ability to add the fizzingly inspirational mountain-top moments to the process, have delivered us a stellar outcome! The brand evolution has received unanimous approval and praise from all the trustees and the new logo and the strapline/vision/mission statements never fail to make the hairs stand up on the back of my neck. Great jobs guys: thank you."
Alex Lochrane Chief Executive
The strength of the HIOWAA brand is in it’s people. Our photography of these people has been pivotal in re-aligning and humanising the brand. It forms a powerful tool for all aspects of their communication.
The Mission marketing campaign
Following the launch of the new brand identity our next exciting project was to create a marketing campaign to help raise awareness and boost regular giving; a key priority for the mission and securing the long term future of the service.
Brand movie production
We’re super proud to have produced this powerful short documentary shown at the end of a corporate fundraising presentations to emotionally connect prospective business sponsors to the incredible work performed daily by the HIOWAA crew.