One of the biggest challenges for hospice care providers is standing out in a crowded market where many offer similar services, such as palliative care, end-of-life support, and bereavement counselling. In such a competitive space, differentiating on services alone is difficult.
Waipuna Hospice faced a significant challenge in shifting the public's perception. The previous messaging, heavily based on rational information about services, didn’t capture the deeper emotional value of what Waipuna Hospice truly offers: helping patients live fully until their last moments. The perception of the hospice as solely a place for end-of-life care needed to evolve into one where the focus was on living well in those final stages.
Additionally, this lack of emotional resonance made it difficult to motivate the public to support the hospice financially, limiting donations that are crucial for Waipuna Hospice to continue its services.
Collaborating closely with the Creative Director, I helped design and ideate key elements of the new brand identity, including the website and brand guidelines, to address these challenges. The creative idea centered around this powerful concept: We make time count. Rather than focusing on death, this new brand platform highlighted the quality of life Waipuna Hospice gives to patients in their final days. The goal was to shift from rational information to emotional storytelling, capturing the heart of the hospice’s work.
CREATIVE AGENCY: Wave Agency
CREATIVE DIRECTOR: Craig Parker
COPYWRITERS: Craig Parker
DESIGNERS: Leah Brown, Craig Parker
CREATIVE DIRECTOR: Craig Parker
COPYWRITERS: Craig Parker
DESIGNERS: Leah Brown, Craig Parker
