MUSIC IN HOSPICES
THE CONTEXT
Music in Hospices is a Community Interest Company (CiC) transforming palliative care through creative arts programmes and interventions.
As the organisation entered its next phase of growth, it had defined three strategic pillars and identified a new core audience: a culturally engaged, socially conscious generation that connects through storytelling, creativity and shared human experiences.
Joe Cavalli-Price, MiH CEO, commissioned Yuma Studios to support the organisation’s mission with a world-first documentary-led visual storytelling campaign alongside a completely refreshed visual identity that would reposition the organisation for the future.
THE CHALLENGE
Music in Hospices wanted to evolve beyond the perception of a traditional charity.
Its existing visual identity no longer reflected the organisation’s ambition, the quality of its work or its ability to connect with younger, culturally engaged audiences.
The challenge was to create a visual identity that would:
Reposition the organisation as a contemporary cultural movement rather than a traditional charity
Build stronger emotional connections with new audiences
Increase recognition and consistency across every touchpoint
Create a flexible visual system capable of supporting future campaigns, partnerships and organisational growth
OUR APPROACH
We worked closely with the CEO to understand the organisation’s mission, strategic priorities and long-term vision.
Together, we developed a visual identity system that balanced warmth and humanity with confidence and cultural relevance.
The project focused on four key objectives:
Establish a distinctive and recognisable visual identity.
Create a cohesive design system that could be applied consistently across digital and print
Produce practical, ready-to-use assets for internal teams
Build a scalable brand foundation to support future marketing, fundraising and communications
THE VISUAL IDENTITY
Drawing influence from nature, art and music, we created a visual language that feels positive, human and instantly recognisable while remaining sensitive to the subject of palliative care.
At the centre of the identity is a flexible logo system designed to adapt across different colourways along with a suite of supporting visual assets:
Contemporary typography system that supports storytelling and clear communication across digital and printed materials
Refreshed colour palette helping the organisation feel more approachable and emotionally engaging, yet still sophisticated
Bespoke icon system centred around the organisation’s visual language, providing an additional storytelling layer across every platform
Suite of branded social media templates that enable the team to produce high-quality content quickly and consistently
Comprehensive brand book providing a single source of truth for the organisation’s visual identity
Bespoke brochure communicating MiH’s mission, programmes and impact through a carefully considered editorial layout and visual storytelling approach
THE BUSINESS IMPACT
The project provided Music in Hospices with more than a refreshed visual identity. It established a scalable brand system that supports long-term growth, strengthens recognition and gives the team the tools to communicate consistently across every channel.
With practical assets, clear brand guidance and flexible communication templates, the organisation is now better equipped to engage new audiences, build partnerships and continue reshaping public perceptions around palliative care.
The result is a brand that feels less like a healthcare organisation and more like a cultural movement built around shared stories and lived experiences.