Papworth Hospital Charity, the fundraising arm of one of the world’s leading cardiothoracic centres and the UK’s main heart and lung transplant centre, has a striking new identity thanks to Cambridge-based advertising and design agency Honest.
There is also a fascinating human interest element behind the development of the work! One of the men behind the charity’s memorable new logo, Honest founding partner and advertising creative Nick Mellor, is a former heart patient of the hospital.
Nick was treated at Papworth in early 2008 after being diagnosed with Arrhythmia - a condition which occurs when the heart produces extra electrical impulses, creating an attack that can last anywhere between a few minutes or several hours.
To control Nick’s Arrythmia he underwent surgery which ensured that the irregular heart beat was blocked using radio frequency waves. He was in and out of hospital within a day and back at work after a further 24 hours. Months later, when Papworth approached Honest to develop an identity for its charity, Nick and his business partner Paul Flower, leapt at the chance to show their appreciation.
Nick Mellor said: “Papworth Hospital Charity raises funds to support the hospital’s pioneering work. When they came to Honest, they wanted an identity which gave equal presence to Papworth’s two main areas of specialism – the heart and lungs. The logo we have created does that in a highly memorable way. The supporting positioning line: “Living and breathing Papworth” captures the sense of community at the hospital and the passion of the staff that work there. On a personal level, I am hugely grateful to the team at Papworth and hope the identity Honest has created stands the test of time.”
Mary Liley, Director of Development at Papworth Hospital Charity, said: “We needed to find an agency that could understand our work, create a striking visual identity and help us deliver our message across a diverse range of media. Nick, and his partner Paul Flower, immediately grasped what we were about and translated that into a very exciting visualisation of both the hospital and our work.
“Nick’s experience of the hospital obviously helped. However, I have no doubt they would, excuse the pun, have got to the heart of what we needed anyway.. The work created has been warmly received by everyone associated with the hospital including patients, staff and donors. We look forward to working with Honest again on a range of projects, which will help Papworth Hospital Charity grow and continue to assist the thousands of heart and lung patients that come here for treatment every year.”