Wiltshire & Bath Air Ambulance takes off
What was 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 I 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 to 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, style etc 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.
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.
