The challenge
Since 2019, Havens Hospices has undergone major shifts in its direction, leadership, branding, and services. The sector has changed significantly too, as has the demand for hospice services.
As the organisation approaches the end of its current five-year strategy, it wanted to ensure its vision, mission and values matched the reality it was seeing, resonated with each of its key audiences, and gave it a clear direction for the future.
The approach
We undertook an in-depth insight project to help Havens Hospices shape an authentic brand, both internally and externally.
We analysed the wider landscape around hospice care to explore the issues the sector is facing, the perception of hospices amongst the wider public, and how this frames the way the organisation may be viewed.
We held an insight workshop with the Havens Hospices team to discuss its strategic direction, business objectives and opportunities, as well as its differentiator from competitors. We shared surveys and held focus groups and 1-2-1 interviews with key audiences to explore these topics in more depth and gain qualitative insights.
The impact
We used the insight to refine Havens Hospices’ positioning and messaging to ensure it not only aligned with its organisational strengths and audience priorities but also worked harder – helping people understand clearly what Havens Hospices does, why it matters, and what makes it distinct.
We developed refreshed strategic drivers, combined its mission and vision into a unified purpose, and sharpened its external positioning. We updated its values and translated these into clear, practical behaviours that bring them to life day-to-day. This ensures they are embedded across the organisation and actively guide everything from recruitment to recognition.
