Treetops Hospice

Rebrand for charity’s flagship fundraising event.

Young lady in a bright colourful tutu is jumping in the air and shouting with joy. To the side is the Moonlight Walk logo with the words sponsored 5k or 10k walk for your local hospice.

The challenge

The Starlight Strut was cancelled in 2020 and wasn’t relaunched until 2024, when it reverted to its original name Moonlight Walk.

The old brand (below) was confusing, inflexible and inaccessible. In order to successfully relaunch the event, it needed a rebrand.

The old branding:

Bright, bust, difficult to read poster advertising the Starlight Strut in 2019. It has a carnival theme and so many colours and text that it's almost impossible to read.

The process

The brief was for a simple, clean new look which made it clear that it’s a sponsored event for Treetops Hospice.

Working closely with the project team, I designed three new brand concepts for the walk and presented them to directors and the team. The three concepts played with different colours, fonts and styles. They all included a version of the brand mark from the Treetops Hospice logo.

Feedback was very positive and one design was chosen to take forward.

Some early ideas when developing the logo:

6 early ideas for the Moonlight Walk logo. They're all white on dark blue backgrounds

The solution

I developed the chosen design (below/right) into printed materials, digital assets, and a brand guidelines document.

The logo and brand guidelines were designed to be used every year, with new imagery and colours to keep it fresh and inspiring.

The final design:

The final Moonlight Walk logo which is white on a dark blue background.

The impact

The event raised £43k, which was £9k over target and £10k more than the previous event in 2019.

The brand was successfully re-used for the 2025 event.

How it looked

Posters:

Moonlight Walk poster featuring a young lady jumping for joy in a colourful tutu, with event details in white on dark blue backgrounds around her.

Maps:

Simple line drawn map showing the first half of the Moonlight Walk route for 2025

Medals:

A mock up image of an event medal. A dark blue disc with the Moonlight Walk logo hangs from a bright yellow ribbon

T shirts:

A bright yellow t shirt with dark grey Moonlight Walk and sponsor logos

Pages from the fundraising pack:

Back page of the fundraising pack titled we're here for you. There is a photo of happy smiling Treetops Hospice staff and volunteers.
A page from the fundraising pack titled what to expect on the night. It includes two photos of happy smiling people taking part in the event.
First page of the fundraising pack. The title says welcome to the Moonlight Walk, and a photo shows a grinning couple wearing bunny ears.
Fundraising pack front cover showing four large photos showing happy people enjoying the event. It also includes the Moonlight Walk logo and sponsor logos.

Pages from the brand guidelines:

Front cover of Moonlight Walk 2025 brand guidelines. It's dark blue with white text and logo.
Extract from the brand guidelines explaining how to describe the Moonlight Walk.
Extract from the brand guidelines showing the primary, secondary and greyscale logos.
Extract from the brand guidelines showing the clear space required around the logo.
Extract from the brand guidelines showing the primary and secondary colours for the event.
From the brand guidelines, a page showing various elements of the brand on website, socials and in print.