We are proud of our relationship with St George’s Hospital Charity (SGHC) which has evolved over several years, including during the pandemic. This London charity makes a positive difference for patients, families, staff and local communities served by St George’s University Hospitals NHS Foundation Trust.
Our previous collaborations have been Annual Reports designed to communicate activity, set out strategy and report on financials. In 2024, the Charity decided to create a separate Impact Report alongside its Annual Report. This would provide an opportunity to thank and encourage stakeholders, inspire fundraisers, engage local communities and leverage corporate connections.
Strategy
Assessment and refinement:
Leveraging insights from past collaborations, we refined our design approach to align with the Charity’s strategic objectives. Aiming for a dynamic and fresh approach we applied our experience to understand where to push, and where to pull back, from previous years.
Agile project management:
Our copywriting and design teams worked closely with the client, to create a workable schedule to meet an extremely tight deadline. Honest and open dialogue from the outset enabled us to work together to make the almost impossible, achievable.
Dynamic design:
We functioned within existing brand guidelines to create a look and feel which reflects the Charity’s empathetic, cheerful and practical approach. We applied bold graphics, unique icons and people-focused photography to create an engaging design which delivers impact.
Confident copy:
Copy was gathered from existing sources such as press releases, newsletters and emails as well as written freshly from interviews with the Charity’s leaders. We developed a coherent, relaxed and warm tone of voice to breathe new life into the stories and engage all stakeholders.
Statistical insights:
Throughout the document, impactful statistics were showcased to add depth to the narrative, underscore the impact of Charity-funded projects and provide tangible evidence of progress.
Iconic impact:
Unique icons, inspired by the SGHC brand, were strategically integrated into the design, serving as visual cues to highlight key areas of interest.
Artistic expression:
Recognising the importance of arts-related projects to the Charity, we introduced a subtle gradient to enhance the visual appeal of these stories. Our goal was to elevate these elements without overpowering the overall design aesthetic.
Outcomes
The Impact Report is designed to have a positive influence in three key areas:
Higher profile:
By showcasing where the Charity allocates grants and how these improve outcomes for patients, staff and families, more people are understanding the work of the Charity.
Increased income:
Through communication of what can be achieved, the Report is encouraging more individuals and organisations to fundraise and donate.
Improved engagement:
By fostering a sense of community and belonging, the Impact Report is building stronger engagement across all the Charity’s communities.
Conclusion
Learning from our previous collaborations, we were able to write a welcoming narrative describing how the Charity is making a difference. Our dynamic graphics delivered this narrative in an engaging way using quotes, stats, icons and imagery to give readers a fast-track understanding of the Charity’s work and impact. What might have been a challenging timeframe was overcome with honest, good-humoured dialogue between our own teams and the client.
“What could have been a very challenging process was made much easier by the nim design and copywriting teams who used their experience and expertise to ensure we created a very effective Impact Report in an extremely short timeframe”
Helen Butterfield, Senior Communications & Marketing Manager, St George’s Hospital Charity.
See more examples here.