CTM NHS Charity Rebrand

An overview to tickle the tastebuds

Every day, CTM NHS Charity supports patients, families and NHS staff across Bridgend, Rhondda Cynon Taf and Merthyr Tydfil.

From welcoming spaces and specialist equipment to staff wellbeing initiatives and creative activities, the charity funds practical improvements that make a real difference when it matters most.

The challenge was to create a brand that helped more people understand that impact – turning a charity people recognised in name into one they felt connected to, understood and wanted to support.

Lifting the lid on the brief

Cwm Taf Morgannwg University Health Board appointed jamjar to develop a new brand for its charity.

This was about far more than creating a logo. The charity needed a clearer voice, a stronger emotional connection with local communities and a visual identity that could bring together every touchpoint – from hospital environments and digital channels to fundraising campaigns, donor communications and the launch of a new charity lottery.

The new identity also needed to strike the right balance between the trust and credibility of the NHS and the warmth, compassion and optimism that inspires people to give.

Our recipe for success

As with every great recipe, we started with what was inside.

Through a series of workshops with CTM UHB staff, charity supporters, fundraisers and community members, we explored perceptions of NHS charities, what motivates people to support them and how the charity could better tell its story.

One insight became the foundation of the brand: people don’t connect with funding. They connect with the difference it makes.

A sensory room is not just a new space. It’s a child feeling calmer during a hospital visit. A wellbeing area is not simply a refurbishment. It’s a place where NHS staff can take a moment to rest and reset before caring for others.

This thinking shaped the entire brand language, centred around the idea:

Together, we make good things happen.

A simple but powerful message that reflects the role everyone plays — from donors and fundraisers to staff and communities – in helping improve experiences of care across Cwm Taf Morgannwg.

The visual identity was designed to carry the same meaning. The final symbol combines the butterfly, representing transformation and positive change, with the heart, representing compassion and care. Together, they reflect how acts of generosity and local support can create meaningful, lasting impact.

Alongside the identity, we developed a complete brand toolkit including:

• Brand strategy and positioning
• Naming exploration
• Brand narrative and tone of voice
• Logo design and animated identity
• Bilingual brand guidelines
• Website graphics and digital assets
• Social media templates
• PowerPoint presentations
• Posters, fundraising materials and donor communications
• Hospital signage and engagement resources

Proof is in the pudding

The result is a warmer, clearer and more recognisable charity brand that helps CTM NHS Charity tell its story with confidence.

With a distinctive visual identity, a human tone of voice and a comprehensive suite of bilingual assets, the charity now has the tools to raise awareness, strengthen community connections and inspire people to get involved – whether by donating, fundraising or supporting the new charity lottery.

Abe Sampson, Head of Charity and Income Generation at Cwm Taf Morgannwg University Health Board, said:

“CTM NHS Charity has always existed to support patients, families and NHS staff across our local communities. This refreshed identity helps us tell that story more clearly.

From the beginning, jamjar understood that this was about much more than a new logo. Through a collaborative process and meaningful engagement with our staff, supporters and communities, they helped us create a warmer, clearer and more recognisable brand that truly reflects who we are and the difference local support makes.

We want more people to understand that every donation stays local and helps fund practical improvements that make a real difference. Whether someone makes a donation, fundraises, or supports an appeal, they are helping make good things happen across Cwm Taf Morgannwg.”