See how Tado, Peter & Paul and Rocket rebranded a kid's hospital charity

The talents of three Sheffield-based design firms have given The Children’s Hospital Charity a new identity, website and mascot

The Children’s Hospital Charity has a new identity and website, as well as a new-look mascot, made possible by three Sheffield-based design firms.

The rebrand comes with just a year to go until the end of the charity’s Make it Better appeal, which needs to raise £10m by spring 2016 to transform The Children’s Hospital in Sheffield with a brand new wing and world-class facilities to match the hospital’s world-class care.

David Vernon-Edwards, director of The Children’s Hospital Charity, said: “This is a crucial time for our charity. Our new identity will enable us to stand out so that the general public, community groups and businesses will stop and listen to those true and often miraculous stories of young patients who have overcome illness and adversity thanks to the care that they received at our hospital.”

The project started with creative communications agency Peter & Paul, who worked with the charity’s marketing team to create a new logo, plaster and colour palette.

“The re-design was fundamentally to unify the marketing communications with a distinctly more unique identity capturing the warmth vibrancy and positivity that the charity embodies,” said creative director Paul Reardon.

Peter & Paul also wanted Theo, the charity’s much-loved mascot, to work harder. Sheffield design duo Tado, who already work closely with the charity, were commissioned to breathe life into a new look for the bear.

“Theo has been around for a number of years now," said Reardon. "We felt it was time to modernise his characteristics in order to make him relate better to a younger audience and also allowing the charity to create more commercial opportunities for fundraising activities in the near future."

“Ever since we started working with The Childrens Hospital Charity, re-designing Theo was always an ambition of ours so we were very excited when we were given the chance to get involved," said Tado's Katie Deng. "We were very much up for the challenge of creating a warm, friendly, fun, modern new Theo who would be able to become the new face of everything the charity does and work alongside the fantastic new charity brand created by Peter and Paul.”

Katie’s partner, Mike, added: “We'd identified a few key needs that Theo had to include, such as creating an instantly recognisable silhouette, making sure he worked well alongside the new branding and most importantly, that he must be totally unique and couldn't be confused with any other bears. At the same time, he had to be warm, friendly, fun and extremely huggable.”

The Theo design process took Tado over a year, including market research in schools.

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Digital agency Rocket then pulled together all the elements and created a new website, making it easier for users to find out more about the charity and how they can help.

"We loved working with the team at The Children's Hospital Charity,"said Nick Crossland, senior digital producer at Rocket. "A lot of the team are parents, but before this project none of us ever really appreciated how lucky we are having this national facility on our doorstep. We’re excited for the future of the charity and so pleased to be part of it”

The Children’s Hospital, Sheffield is one of four stand-alone children’s hospitals in the UK. The hospital provides world class expertise caring for 245,000 patient journeys across the UK and beyond.

Money raised through donations to The Children’s Hospital Charity buys life-saving equipment, funds vital research and treatment for thousands of children from across the world.

In 2012 the Charity launched its biggest appeal to date, the Make it Better appeal which aims to raise £10m regionally to transform the hospital. Lots of wards were built in the 1960s, the hospital is becoming increasingly cramped and there is limited outdoor space.

The money raised by the appeal will help match the world class facilities with the existing world class care already received.

To find out more about The Children’s Hospital Charity, visit

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