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Sector | Charity

Brand strategy
Brand identity creation

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.

Drivers for change

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.

Brand Strategy

  • Define and articulate the brand promise and position.
  • Create a unique, flexible and dynamic brand identity.
  • Inspire employee engagement and investment in the brand.
  • Create a brand that works across multiple platforms.


We began with face to face research to measure perceptions both internally and externally.

Old logo

Key research findings

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.


Ordinary People.

Extraordinary Care.

Supported by you.

Brand activation

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

Legible, versatile and efficient.

Our Brand is all
About People.

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.

new regular givers in 5 months since launch
new donors are joining per week
per month is currently donated through regular giving
per year forecast for regular giving by 2022-2023

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.

Like it? Share it, thanks!

More work...


The Design Chapel, Cemetery Road,
Southampton, SO15 7AF