The Royal Hospital Chelsea, home of the Chelsea Pensioners, wanted to build awareness of its charitable status in order to increase donations and membership. We helped shift the brand focus from the institution to the people it supports. By centring more on the veterans and their stories, we widened the narrative around the Hospital and raised awareness of its outstanding status and relevance, winning both hearts and funds.
For over 300 years the Royal Hospital has been the home of the iconic Chelsea Pensioners, retired veterans of the British Army. Through brand workshops and collaboration with the in-house team, it became clear that there was an opportunity to tell a wider audience what was already known within the institution: the hospital provides a home, but also a great sense of purpose and pride, something missing for many older people.
From World War II Enigma code breakers to Iraq veterans, the Chelsea Pensioners have lived lives like few others. We have brought them to the fore, celebrating them as icons and as people who embody the positive possibilities of later life, through film and photography shot and directed by our in-house team.
Third Sector Awards – Branding
Given away at the RHS Chelsea Flower Show, this A3 brochure showcases the amazing stories of four World War II veterans.
Antalis Review 2018
Creative Review Annual 2019
Design Week Awards 2019
The German Design Awards 2019
Kinsale Sharks 2019
Published biannually, Home Front is the magazine of the Friends of the Royal Hospital. We have helped to shape the content, provided editorial consultancy and art-direction, and designed a new-look journal that reflects the new direction the brand is taking.
We were invited to produce a commemorative brochure marking the 75th Anniversary of the D-Day landings. Featuring portraiture taken by Deep and focussing on the personal experiences of four D-Day veterans, the publication connects emotively with the audience.
Design for Print
Photography Art Direction