Case Study: St Helena refreshes its brand identity with Jacob Bailey

St Helena refreshes its brand with Jacob Bailey and benchmarks awareness across 700+ volunteers and 300+ colleagues

Jacob Bailey provided brand identity services to St Helena, an Essex-based charity providing specialist care for the terminally ill. The charity faced the challenge of refreshing its brand to reflect new values—Bold, Passionate, and Caring—during a difficult time for the charity sector. The new brand needed to sensitively connect with multiple audiences, including donors, care users, their families, and hundreds of volunteers and staff.

The solution from Jacob Bailey included developing a distinctive wordmark, the new strapline "For the people you love," and comprehensive brand guidelines. They also conducted brand research through interviews and an online survey to establish a benchmark for current awareness. This research allows for a measurable comparison against the new brand in a follow-up survey scheduled for 12 months later.

St Helena