Royal Hospital Chelsea

'Onward with Purpose and Pride'

Throughout its 300+ year history the Royal Hospital has been the home of the iconic Chelsea Pensioners; retired veterans of the British Army. The Hospital now has more competition than ever when raising funds to provide their world-leading care model. A repositioning and complete overhaul was required to change perception, raise awareness, and to create a long-term, recognisable brand identity system.

Through brand workshops and working in collaboration with the in-house fundraising and marketing team, it became clear there was an opportunity to tell a wider audience what was already known within the institution: the hospital primarily provides a home; but also a great sense of 'purpose and pride' - recognition of their service, but also an ongoing feeling of worth, value and comradeship - something missing for many elderly people. The hospital is for many a hugely positive start of a new chapter of life.

From WW2 enigma code breakers to Iraq veterans, the Chelsea Pensioners have lived lives like few others. We have brought these characters to the fore, celebrating and positioning them as icons and ambassadors - not only as army veterans - but as people who embody the positive possibilities of later life.

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