Keeping the Joy Alive

Every week in Scotland, three children die of an incurable condition. At present, the Children’s Hospices Across Scotland can only reach one of them. CHAS’s ambition is to be there for every child and their family. After a 3-day workshop at The Inch in Loch Ness involving CHAS, Different Kettle and Alan Clayton Associates we created a bold new identity to enable CHAS to realise its bold new ambition.

We suggested CHAS no longer has a ‘logo’ as such. It has an alphabet…

…that can only ever be used to spell names…

…like CHAS.

‘Keep the joy alive’.

It may come as a surprise, given the challenging situation the families face, that we put ‘Joy’ at the centre of the brand. But, although the lives of the children CHAS cares for will be cut short, CHAS makes sure that those lives are as rich and joyous as they can possibly be and that families can cherish positive memories.

The following concept boards illustrate how positive messaging and the graphic elements come together.

We enlisted some help to design the letters.

So now every letter in the CHAS alphabet has a story behind it.

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