After more than 750 years as The Hospital of God, the North East based charity entered a new chapter with the launch of The Greatham Foundation.
The change in name wasn’t about moving away from its history, but about bringing the organisation closer to what it actually is today. Over time, the original name had become increasingly difficult to align with the services being delivered. It suggested something narrower than reality, often requiring explanation before people could fully understand the role the organisation plays across the region.
That challenge extended beyond the name itself. Through stakeholder conversations in the lead-up to the rebrand, it became clear that while individual services were well regarded, the wider organisation felt less connected. Different parts had evolved over time, developing their own identities and ways of communicating, which made it harder to present a clear and unified picture externally.
At the same time, the organisation’s history remained one of its strongest assets. Its long-standing presence in the community, built on care, trust and continuity, is a key part of what makes it credible. Any change needed to respect that heritage while allowing the organisation to move forward with more clarity and confidence.
The work leading up to the launch focused on bringing those elements together. The new identity was developed to create cohesion across the organisation, introducing a clearer structure that connects services under one recognisable parent brand. Alongside this, messaging was refined to better reflect what the organisation does today and how it supports people and their families over time.
As the launch approached, attention shifted to how that change would be introduced. The event brought together stakeholders, partners and those connected to the organisation, creating a moment to present The Greatham Foundation in a way that felt considered and grounded. The transition was positioned as a continuation of what already exists, rather than a departure from it, helping maintain trust while making the shift clear.
Across the launch and supporting communications, the new identity was introduced consistently. Materials, messaging and content were designed to work together, presenting a more unified organisation and reinforcing the connection between its different services. Photography and video captured both the launch and the wider organisation, creating a bank of assets that continue to support communications as the new identity is rolled out across digital platforms, printed materials and service-level touchpoints.
Since the launch, that clarity has carried through more widely. The organisation now presents in a way that better reflects the breadth of what it offers, while maintaining the trust it has built over generations. Services sit more clearly within a single identity, and the organisation as a whole communicates with greater consistency.
It now reflects the organisation as it is today, while still carrying the trust built over centuries.
You can view how the new identity came to life on our case study HERE.