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NHS ‘DART’ Appeal Corporate Brand Guidelines

Creative agency threeguru are feeling tops having recently been appointed by NHS Derby Hospital Charity to produce a set of corporate brand guidelines and a campaign for the £3.3 million Dart Appeal.

The Derby Hospitals Adaptive Radio Therapy (DART) is aiming to help cancer sufferers in the East Midlands by raising £3 million between 2017-19 to fund a new linear accelerator for Derby Hospital. The new installation will replace the last remaining unsupported machine enabling them to provide treatment for over 7,000 cancer patients per year.
The NHS design brief required sophistication and excellence to initiate donations from wealthy individuals, grant funding bodies, corporations and the general public.
An underlying ‘targeting cancer’ visual was created for the DART appeal corporate brand guidelines using the dart icon as a brand asset.

The need for this campaign to be successful was crucial for generating the commercial investment needed to purchase the lifesaving equipment. The strategic team focused on answering the NHS Charity Design brief through marketing the campaign as a no nonsense scheme that distinctly carries the dart appeal aesthetic.
The brand was initiated with a set of corporate brand guidelines; which was then carried through a suite of stationary pieces, including printed and presentation materials. The creative team executed a sleek PowerPoint template to give the appeal a clear presence and autonomy through its own digital marketing.

About Derby Hospital Charity
Derby Hospital Charity supports all aspects of the vital work of Derby Teaching Hospitals NHS Foundation Trust at the Royal Derby Hospital and the London Road Community Hospital. The local Hospital Charity helps make patients’ lives better through generating donations and legacies, which provides the extras that cannot be provided by NHS statutory funding.

About the Dart Appeal
The DART Appeal will provide a new Radio Therapy machine that allows for more accurate treatment, in cases where it is required, and ensures that the people of Derbyshire get the treatment they need, as rapidly as possible. The Appeal future proofs the Hospital against the growing demand for this kind of treatment.

Three Guru Towers Creative Agency Derby
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