UCLH Charity
Establishing a public-facing brand profile for a large, well-established hospital charity through a website and annual reporting.
UCLH Charity is a well-established hospital charity with a £20m+ yearly grant-giving presence supporting UCL Hospitals. With a minimal brand profile and an underperforming website, they invited us to pitch following a recommendation from the Royal Free Charity, a long-standing client. Initially commissioned to redesign and redevelop the website, we went on to become the charity's preferred agency for core communications and annual reporting – a relationship we have been proud to maintain over many years.
- Sectors and services
- Health
- Brand presence
- Reporting
- Digital + Film
Website design and build
We worked with the client to create a new structure and new imagery and edit copy to be succinct and dynamic – all to create an improved visitor experience. Alongside the look, an improved backend functionality and integrated donations and fundraising facility meant the charity can maximise opportunities online to engage with its audiences, making all these processes smoother and easier.
• A clean and modern layout style adapts to different widths of devices whilst providing the best experience for a visitor.
• A streamlined navigation helps explain what the charity does, encourages support of the funds and engages with people to get involved.
• Defined landing pages for the major sections of the website to create a smoother experience for users.
• Strong case studies with striking new imagery prove the impact that the charity has had on patients and staff at UCL Hospitals.
During our long relationship with the charity, we have worked with the charity team and their partner team at UCLH NHS Foundation Trust to ensure the website evolved as per their needs.
“Fit Creative work with enthusiasm and professionalism in everything they provide. It was clear that they took the time to thoroughly understand our charity and how it works, and this is reflected in the website – both in terms of functionality and design. Their work is always crisp and to a high standard, as is shown in the recent annual report and impact statement, and they continue to support us with our marketing materials.”
Zung To
Charity Secretary
UCLH Charity
Reporting
Since the redesign of the website in 2017, we have designed and produced the annual reports. An annual meeting is set to agree on structure and messaging and direct the process of capturing the major stories in copy and visually. We further support the printed reports with digital assets for wider dissemination.
Key marketing literature
Following our work to redesign and rebuild the charity website, we are well placed to be able to support them with a new core leaflet to explain its role and to engage with the public to encourage donations and get involved. The leaflet has been produced with three different cover images featuring a range of patient ages, sexes and ethnicities.
Directing photoshoots
Knowing that imagery is essential to demonstrating a case study, we have directed many photo shoots within the clinical environment, capturing patient and staff stories in a striking image. These contribute to ongoing website content and to the annual report front cover and internal case studies. Our experience in this area helps ensure that the best outcomes are achieved from a photoshoot whilst treating each person with dignity and care.
