Behind the scenes of Root Fifty-Two's Pendleside Hospice refreshed brand

Here at Root Fifty-Two, there’s little we love more than diving headfirst into a brand’s identity.

• Which elements of the brand resonate well with the audience?
• What are the strengths and unique selling points that set the brand apart?
• Are there misconceptions about the brand that need addressing?
• How can storytelling be used to build a stronger emotional connection with the audience?
• What aspects of the brand might be confusing or off-putting to the target audience?

So, when Pendleside Hospice approached us initially for a website redesign, we quickly realised that a comprehensive brand refresh would significantly strengthen their image within the community. Our goal was clear: to highlight the extensive range of services Pendleside Hospice offers beyond just end-of-life care.

Contrary to popular belief, Pendleside Hospice provides emotional support, symptom management, crisis support, creative and well-being groups, psychotherapy, and pre-and post-bereavement counselling. Our mission at Root Fifty-Two was to create a brand that exudes warmth, positivity, and clarity, showcasing these invaluable services.

Our project began with an in-depth discovery phase, working closely with the Pendleside team. This collaboration was essential in understanding their needs, values, and vision, ensuring the new brand genuinely represented who they are and what they do.

The creative journey involved defining the brand’s DNA and voice. We established Pendleside Hospice’s core purpose and created cohesive messaging to be used at all stages of the user journey. Following this, we refreshed the visual brand.

One of the significant changes was introducing a more vibrant and harmonious colour palette to inject light and positivity into the brand. This new palette was applied to a revitalised logo and typefaces, ensuring readability and modern appeal across all applications. Given Pendleside’s varied applications—from vehicles and leaflets to merchandise and digital platforms—we crafted a versatile and consistent visual brand.

Michael Barker, our creative lead, shared his enthusiasm for the project: “Working alongside Pendleside Hospice has been incredibly rewarding. We aimed to capture the essence of Pendleside Hospice and communicate their purpose more effectively to the community. While the refreshed visuals modernised the look, the initial brand DNA development allowed us to identify their core purpose, remove outdated aspects of the previous brand, and devise language to reshape perceptions of hospice care.

“It’s been such a pleasure working with Pendleside Hospice. We’re always on the lookout for ways to support and uplift the amazing work happening in our hometown of Burnley, and this project was a perfect fit within our Positive Actions movement. We’re really excited to see how their new brand identity will make a positive impact within the community and in securing the hospice’s future.”

David Brown, chairman of Pendleside Hospice, added: “Through this brand refresh, we’re ensuring Pendleside remains deeply rooted in our community while evolving with the times to meet the needs of those we care for. Last year, we celebrated our 35th anniversary, and this brand refresh marks the next milestone in the Hospice’s growth.”

The refreshed brand will be gradually rolled out, beginning with the revamped charity shops across Burnley and Pendle, starting this week. So if you’re local to us, keep your eyes peeled!

For more information about Root Fifty-Two and our branding services, contact our creative team at 01282 911910.