Client: Bermuda Hospitals Charitable Trust

A New Mission

With its affluent population living in an isolated locale, Bermuda Hospital Board, the island’s healthcare system, must work even harder to fulfill patient needs. However, the BHB’s aging hospital was increasingly challenged in providing the acute care services needed on island.  To address this issue, the BHB’s charitable arm, the Bermuda Hospital Charitable Trust, was asked to lead an island-wide fundraising campaign to underwrite a new building. However, with no clear brand identity, BHCT lacked the public recognition and credibility to launch such an effort.

Exploration to Execution

BHCT hired Klinedinst Design to provide both strategic guidance and creative materials in the repositioning of its brand image, in order to build greater awareness with its domestic and international audiences. Through a development process that included intensive research, interviewing, and the creation of a strategic creative brief, Klinedinst Design moved from exploration to execution in the development of a new BHCT brand signature, consisting of a logo mark and tag line. Klinedinst Design also provided a short graphic style guide outlining the correct application and usage of the BHCT signature.

A New Island Identity

With the launch of its new brand identity, BHCT quickly gained momentum with donors in its fundraising campaign, locking in 50% of its giving goal in less than six months.