How to rebrand a life-saving charity
In November Wiltshire Air Ambulance unveiled an important rebrand to reflect its coverage of the city of Bath.
Wiltshire and Bath Air Ambulance Charity embarked on the project with assistance from Rednine’s Creative Director, Robin Worrall, who was appointed to undertake a full brand review, rebrand and launch.
We caught up with Robin and Wiltshire and Bath Air Ambulance Charity’s Deputy Director of Communications & Supporter Engagement, Adam Baker, to find out more about the project and what goes into creating a strong brand for a vital, life-saving charity.
ROBIN WORRALL, REDNINE
What were the most important considerations when working on this project?
Right from the start, I knew this charity was incredibly personal to so many people, and it needed to be handled with care and respect. There was a delicate balance between the rational and emotional sides of things that we had to navigate throughout the process. The first step was a name change, but it went much deeper than that. We worked to develop a personality for the charity both visual and narrative that felt genuine and relatable – something that would really resonate with their audience and strengthen those important relationships.
How did you begin the design process?
The first step was to listen. I spoke with over 50 people connected to the charity – both inside and outside the organisation – to understand their perspectives. We talked about what they were willing to let go of, what they felt was essential to keep, and what they thought might be missing. I took a close look at the 21 other national Air Ambulance charities and also to see how Wiltshire Air Ambulance fitted into the local charity landscape.
With this insight, I carefully considered how to approach a broad rebrand, including how best to launch it. We also explored the most effective way to deliver the new design, using a blend of their in-house design team and my support to ensure everything ran smoothly.
How was this project different from others?
Honestly, every creative project is different because every story is unique. The challenge is always uncovering that story at the start – it’s what sets the tone for everything else. With this project, it was a real eye-opener to learn how they deliver expert critical care across both land and air using state-of-the-art equipment which wasn’t being expressed through their communications.
When one person I spoke to described it as “It’s like A&E has landed,” I knew right away that we’d found the heart of the story. That moment – finding the gem you can build everything else around – is such a pivotal part of the process.
What were the considerations in terms of the colours used, shape and style of the logo?
I started with a full review of their existing brand collateral, both in print and online. I also had in-depth conversations with Amy, their Creative Design & Marketing Coordinator, to understand any challenges she faced in working with the brand. During the interviews, I carefully explored people’s thoughts on key elements like the colour scheme, uniform, helicopter, and logo to gauge their brand recall. The answers were fascinating, as they often revealed a gap between perception and reality – but both perspectives had to be considered.
It became clear that the yellow was a strong visual identifier for the brand, but it needed a richer palette to balance it out. We also identified the need for a flexible font family that could work across corporate materials and fundraising campaigns.
A unique aspect of this project was ensuring the logo could be easily applied to the helicopter and two critical care cars. These are such important touchpoints for the charity, and they required careful attention to get just right.
What are your top tips to consider when rebranding?
Start with your story
Go back to basics and reconnect with the reason you exist. Once you’ve rediscovered your “why,” you can weave it into everything you create, celebrating it in a way that feels genuine and true to who you are.
Take your time and trust your instincts
There’s something magical about seeing and hearing your brand come to life. It’s already there – it just gets buried sometimes. Bringing in an outsider to help explore your story can uncover those hidden gems and remind you of your brilliance.
Keep it simple
The creative process doesn’t have to be complicated. It’s not always easy, but it is straightforward. Structure and consistency provide a solid foundation, giving you the freedom to experiment, learn, and breathe new life into your brand.
At the end of the day, it should be something that excites and inspires you.
ADAM BAKER, WILTSHIRE AND BATH AIR AMBULANCE CHARITY
What was the catalyst for the rebrand?
Over 9% of our missions were taking place in Bath, but only around 2% of our income was coming from Bath. We had an understanding why that might be the case, mainly linked to our name Wiltshire Air Ambulance being misaligned with the city of Bath. It felt like a roadblock, especially where business interaction was concerned. At the same time, we felt it was worth looking at how our overall brand was performing and even as detailed as our written tone of voice. The existing brand was over ten years old and times change!
How long did the process take?
From start to finish, around a year. We started in December 2023 and the first six months were spent on exploration, engagement, evidence building and then presenting a solution to our Board of Trustees. Once they had signed off the change in June 2024, the next phase was all about moving into the delivery of the new brand, which culminated with launch events at the end of November.
How did you engage with donors/ supporters/ the team?
Robin spoke to around 50 different stakeholders from all touchpoints of the charity; trustees, CEO, ambassadors, charity team members, pilots, paramedics, doctors, ex-patients, volunteers, general donors and businesses, both in Wiltshire and Bath. Robin brought all the feedback together and presented it to senior leadership team, then the CEO, before going to the Board. We made tweaks along the way of course, but the majority the items Robin proposed were adopted.
What was the biggest challenge when embarking on this project?
The most difficult thing is you are so close to your own brand, you live and breathe it daily, so that’s why it was so important working with an external like Robin who could come in without bias or any attached influence. Additionally, it was really tough working with our old brand from June 2024 onwards, knowing we had a new and much better brand on the way, but had to wait to implement it. Launch day was such a relief!
What was it like working with Robin?
He transformed our charity’s identity with professionalism and care. The dedication and expertise he offered made the year-long process seamless and enjoyable in equal measures. The creativity and attention to detail used throughout the rebrand means we now have a name and style that truly reflects our mission. We are so proud of the final outcome and would highly recommend Robin for any rebranding journey.
How did you unveil the rebrand?
We briefed our Wiltshire-based partners at a special event at Hartham Park 24 hours before the public launch. The key message to our Wiltshire-based supporters is nothing will change for them – we will still serve the county of Wiltshire in the same way we have done for the last 34 years. The full launch was held at Bath Cricket Club and we were delighted with the number of businesses and supporters from the city who came out to hear our news.
What are your ambitions for 2025 and beyond?
The year 2024 was our busiest on record, so the need for our critical care experts has never been greater. Subsequently, we hope the rebrand work we’ve undertaken will help our charity stand out from the crowd. We are very privileged to be so well-supported by the people of Wiltshire, especially in this difficult financial climate. We hope that continues to flourish, bolstered by additional backing from the community and local businesses in the city of Bath.
