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East Cheshire NHS Charity Embraces change with new branding

Embrace Marketing, a full-service brand and creative agency based in Macclesfield, has developed and launched a refreshed brand, collateral and website for East Cheshire NHS Charity (formerly ECHO) after winning a competitive pitch.

The collaboration between Embrace and East Cheshire NHS Charity, the official charity of East Cheshire NHS Trust, has resulted in a distinctive brand identity that brings to life what the charity does, what makes it and why NHS staff, patients, businesses, community groups and individuals across East Cheshire should get involved.

Embrace conducted in-depth interviews, workshops, and focus groups as part of the brand development stage to gain insights across stakeholders. The project involved generating a distinctive brand value proposition, key messaging, brand name and identity, a full range of print and digital brand materials and an intuitive, inclusive and impactful new website.

Rachel Wallace, head of communications and engagement, East Cheshire NHS Trust said: “I cannot recommend working with Embrace Marketing highly enough. We were really keen to work with a local company and to find such an excellent one has been amazing. The team at Embrace really appreciates the importance of early and ongoing engagement whilst refreshing a brand and website. Feedback from everybody involved in the process has been excellent. All our stakeholders have thoroughly enjoyed feeling part of the journey to achieve a new look and feel for what is now called East Cheshire NHS Charity.”

Becky Reardon, managing director, Embrace Marketing, added: “It was an honour to oversee the brand transformation of such a vital local charity that had struggled with brand recognition and awareness when they first contacted us. From the beginning, it was our goal to create a brand that embodied the charity’s purpose, what makes the charity so special and to engage with the local community.

“Incredibly passionate about the project, we offered additional time to understand what the brand was all about and to hear first-hand insights during an initial primary research phase. We are delighted that East Cheshire NHS Charity now has clarity, memorability and distinctiveness when communicating all of the great work that it does to help transform the everyday in our local NHS.”

East Cheshire NHS Charity’s mission is to make a visible difference to the experience of patients across five care communities: Macclesfield; Bollington, Disley and Poynton; Chelford, Handforth, Alderley and Wilmslow; Congleton and Holmes Chapel, and Knutsford.

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