Case Study: Cwm Taf Morgannwg University Health Board strengthens its charity brand with jamjar

Cwm Taf Morgannwg University Health Board launches a bilingual charity brand with JamJar

Cwm Taf Morgannwg University Health Board needed to rebrand its NHS charity to create a stronger emotional connection with its local communities. The challenge was to develop a new identity that went beyond a logo, providing a clearer voice and a visual system for all touchpoints, while balancing NHS credibility with the warmth needed to inspire support. The vendor, JamJar, was appointed to provide branding, digital, and design services.

Jamjar developed a new brand strategy and visual identity centered on the message "Together, we make good things happen." The solution included a logo combining a heart and butterfly, a bilingual brand toolkit, and a comprehensive suite of assets from websites to hospital signage. The result was a warmer, clearer, and more recognizable brand that gives the charity the tools to confidently tell its story, raise awareness, and inspire community support.

Cwm Taf Morgannwg University Health Board