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New look for special care baby charity

Howard Lake | 24 August 2008 | News

Bliss, the national charity for special care babies, has launched a new brand identity, for the first time in ten years. The brand includes a new logo, strapline and website.
Bliss was established in 1979, and over the last 30 years has grown and evolved to become the only national charity that supports sick and premature babies and their families.
A rebrand was felt to be essential to better reflect the work of the charity today and its plans for the future. Claire Pimm, Bliss’ Head of Communications, said, “Our new brand allows people to easily identify what Bliss does and who we are here to help. Bliss always puts babies at the heart of everything we do, and our logo now does just that too.”
Bliss celebrates its 30th birthday in 2009 and the new identity will support a range of new initiatives to be launched next year, including expanding into Scotland for the first time.
The development of the website was driven by the need to better target the charity’s work at key audiences. Its features include downloadable publications for families and health professionals, a map to find their nearest support group and a dedicated area for young parents.
The redesign of Bliss’ identity was carried out by creative agency Carter Wong on a pro bono basis and Senior Designer, Nicky Skinner said,
“We leapt at the chance to work with Bliss when they approached us because we felt it was an exciting project to be involved in, and a very worthy cause. The identity had to work on a number of levels – serious for campaigning, lobbying and support for babies and families, but also fun for fundraising materials, and brand awareness. The chosen concept, by designer Louise Elliott uses the counters within the letter B to depict a supported baby. Simple communication for a sensitive subject matter. We are pleased with the creative outcome.”
Andy Cole, Chief Executive of Bliss said,
“Bliss is the leading national charity working to support neonatal care services and to improve outcomes for babies born either sick or premature. With the number of premature births rising in the UK, Bliss is also growing and developing. I am delighted with the new brand and website and am sure they will appeal to our target audiences of families and healthcare professionals.”
Tim Greenhill of Greenhill McCarron worked with Bliss on a pro bono basis to establish positioning clarity and to evolve the creative brief for Carter Wong He said,
“It is refreshing to work with an organisation that is determined to have strategic clarity before committing to an identity redesign. These people do great work and it was a privilege to be able to contribute.”
For more information about Bliss and its work, visit the new website at www.bliss.org.uk
Notes to Editors
Bliss, the special care baby charity, was founded in 1979 and is dedicated to ensuring that babies survive and go on to have the best quality of life. It does this by:
providing practical and emotional support for families during an extremely difficult time, so they can give the best care to their babies.
providing training and support for doctors and nurses and funds research to improve the care of all sick and premature babies
raising awareness of the issues affecting special care babies and fight for essential change within government and the NHS.
Contact: Kellie Rosier, Media Relations Manager, t: 020 7378 5741, e:ke*****@bl***.uk