The brief was to address the disconnect between Bradford Hospitals’ Charity and Bradford Hospitals Children’s Charity whilst encompassing the other key departments allowing them to each have their own look and feel whilst sitting under the main charity brand. — Bradford is a beautiful and diverse city, with a wealth of culture and history so the idea was to reflect this in some way for the charity brand. A beautiful blend of decorative design can be found in Bradford. From stunning Victorian architecture and statuesque mosques, an exciting and diverse mix of culture, colour, shape and pattern can be seen all around. — Inspired by this, a bespoke ‘tile’ and colour combination was created for each area of the charity, whilst developing the current charity logo to feel recognisable but more in keeping with the refreshed concept. — The work was carried out on a consultative explorative basis, working with and commissioned by Plum Marketing.