News & Views

Rebranding to tell a bigger story

Transform Magazine (May 2020)


Formerly known as Earl Mountbatten Hospice, the end of life care organization on the Isle of Wight worked with brand consultancy Thinkfarm to create a new identity system, including a new name, that would support all future and present services, places and fundraising activities across the Isle of Wight. The organisation sought to rebrand because when it realised that focusing on the word hospice was not a good start to the complete story. The independent charity provides expert medical, nursing, end of life care and bereavement to over 1,600 people not only in the hospice and local hospital, but also in people’s homes.

“We needed a name and an identity to help us tell our full and developing story. We are so reliant on our community for their support and we need people to know how the money they raise for our cause is used,” says Mountbatten CEO Nigel Hartley. The result of the rebrand is a strong visual identity of a petal separating to reflect the importance the teams places on talking about death, something which is also reflected in the strapline: Living, dying, Remembering. Since the rebrand, the Countess Mountbatten Hospice in Southampton has been renamed as Mountbatten Hampshire.

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