St Martins supports people with mental health challenges who need help stepping down from secure hospital wards, prisons and similar institutions. Our brief was to create a new brand identity which would resonate more soundly with target audiences.
Historically, St Martin of Tours (as the organisation was known at this point) had religious origins. Our challenge was to create a new brand identity which better reflected the modern and progressive mental health services it offered while acknowledging its past.
Our research suggested that an adjustment to the name would support the communications strategy so we recommended simplifying the title to St Martins and adding a strapline. As we worked through a number of design concepts and developments with the client, we settled on a largely typographical solution for the main brand identity with an additional roof graphic to suggest inclusivity.
The client was delighted with the result, which has moved the organisation forward without losing its valuable heritage.