Great Ormond Street Hospital Charity brand refresh

Great Ormond Street Hospital (GOSH) Charity is one of the UK’s oldest children’s charities. While it had strong brand love, this wasn’t translating into equivalent levels of support.

The charity needed a new, digitally-focused, accessible identity to cut through and connect. We had to move beyond our roots as a hospital fundraiser, tell a compelling standalone story, and articulate our purpose to build relevance, loyalty and, ultimately, increase donations.

To succeed, we had to engage new generations of supporters, including those without children or direct ties to GOSH – while also bringing loyal audiences along on the journey.

Our solution: a brand that put childhood, not just illness, at its heart.

We began by reintroducing GOSH’s original hand-drawn logo. Around it, we built a new visual system – a childhood-focused colour palette, a playful illustration style, accessible typography and naturalistic, child’s-eye-view photography.

A refreshed tone of voice and brand language positioned GOSH Charity as a passionate advocate for childhood – a cause that resonates broadly, beyond hospital walls. The voice flexed to hold both the harsh realities of illness and the joy and optimism found at GOSH, often against all odds. Together, the new identity turned awareness into action.