About Us

Brand FAQs

Why has East Lancashire Hospice updated its brand?

East Lancashire Hospice has introduced a new brand identity to better reflect who we are today, the care we provide, and the future we are building.

While our care has continued to grow and evolve over the past forty years, our previous brand no longer reflects the warmth, vibrancy and uplifting experience people find within our Hospice.

Through surveys, interviews, workshops and working groups, we’ve listened closely to what people feel, know and believe about East Lancashire Hospice. What became clear is that while our high level of care remains, the way we present ourselves no longer does justice to what we offer, or who we are.

Why was a rebrand needed now?

Over time, we found that many people who hadn’t used our services had forgotten about us or held outdated perceptions of what a hospice is.

Visitors often told us they expected a sad or clinical place, only to be surprised by the warmth, laughter and genuine care they experienced when they arrived.

These misunderstandings affected our visibility, referrals, fundraising and partnerships. Our old brand was getting lost among more modern charities; it didn’t stand out or resonate. And without that, our future is at risk.

Who was involved in creating the new brand?

Our new brand is the result of a two-year journey shaped by hundreds of voices, including patients, their friends and family, staff, volunteers, local businesses, healthcare professionals and supporters. Their experiences, feedback and insight helped us create a brand that truly reflects the spirit of East Lancashire Hospice.

What inspired the new design?

The design has strong Lancashire roots, with a connection to the Lancashire Red Rose. It reflects the community we support and the place we hold within it. We’ve used a flower in our branding for many years, and this new design evolves that symbol into something more meaningful.

The four heart-shaped petals represent the four communities we work with, Blackburn, Darwen, Hyndburn and the Ribble Valley; and how the Hospice is at the heart of the community, bringing people together.

Has the Hospice changed what it does?

No. Our purpose and values remain the same. We continue to put our patients and their friends and family at the heart of everything we do. Our services and the care we provide haven’t changed. The new brand simply brings our culture to life, helping people better understand who we are and what we do, and supporting us to be here for future generations.

What will stay the same?

Our staff, volunteers, services and the care we provide will all continue to stay the same.

What will change?

You’ll start to see the new brand reflected across our website, signage, uniforms, charity shops, social media, and printed materials such as leaflets, newsletters, stationery and letterheads.

When will the changes happen?

The changes will happen gradually over the next few months, with the rebrand launching at the end of January/beginning of February.

How has the rebrand been funded?

A significant part of the rebrand has been funded through capital funding from the government. This funding was provided specifically for hospice facilities and has been used to improve our building and develop a new website, making it easier for patients, their friends and family, and healthcare professionals to access information and refer to our services.

The remaining costs have been carefully planned and budgeted over a number of years. This has been a long-standing project, and all funding was already in place ahead of the launch, ensuring that money donated for patient care continues to be used exactly as intended.

Can the investment in the rebranding be justified?

Yes. The rebrand is a long-term investment in the future of East Lancashire Hospice. Without it, our future is at risk.

Will we be wasting money, throwing away old leaflets, posters, uniforms and merchandise?

No. We’ve had two years to carefully prepare for this change and have planned the rollout to avoid unnecessary waste. Over the past year, we’ve deliberately reduced the production of marketing materials, uniforms and merchandise so that there is no surplus stock left unused.

Donations from our community are extremely important to us, and we would never waste them. This approach ensures resources have been used responsibly and that the transition to our new brand has been managed with care.