Cornwall Hospice Unveils New Name and Refreshed Identity

Cornwall’s main hospice charity has revealed a new name and refreshed identity as part of a wider commitment to make its services more accessible across the county.

A project that grew into something bigger

What began as Fit for the Future, a refurbishment project to modernise hospice buildings, has developed into a broader promise about the charity’s long term role in Cornwall. The original focus was on creating warm, dignified and sustainable spaces for people receiving end of life care.

As the work progressed, the charity says it became clear the changes needed to go further than bricks and mortar, ensuring it is ready to support people across Cornwall not just for the next 45 years, but well beyond.

Research highlighted barriers to care

As part of this work, research was carried out to better understand how people access hospice support. While care was found to be highly valued, the research showed the charity’s brand was sometimes seen as a barrier and did not always reflect the warmth, compassion and range of services offered.

In response, the charity has simplified its name to Cornwall Hospice and introduced a refreshed look and tone of voice. The aim is to reduce stigma around hospice care, widen reach across Cornwall and better reflect the charity’s values of compassion, hope and dignity.

What has changed and what has not

Paul Brinsley, Chief Executive of Cornwall Hospice, said:

“Fit for the Future is about ensuring that everyone across Cornwall feels able to access our care when they need it most. While how we look and speak has evolved, our purpose has not. Compassion, dignity and humanity remain at the heart of everything we do, and this work helps us carry those values forward for future generations.”

Working with a Cornish branding agency

To develop the new identity, the charity worked with local branding agency Kingdom & Sparrow, chosen for its understanding of place, people and purpose. The collaboration focused on making sure the charity’s commitment to care and its connection to Cornwall are clear in every detail.

Kingdom & Sparrow said:

“Working with Cornwall Hospice has been a genuinely meaningful experience for our team. From the very beginning, there was a shared commitment to honesty, compassion and impact. This project wasn’t about creating something new for the sake of it, but about uncovering and amplifying what already makes Cornwall Hospice so special. It’s been a privilege to help shape a brand that truly reflects the warmth, dignity and care at the heart of the organisation.”

Looking ahead

Cornwall Hospice says its work often begins at the most difficult moments in people’s lives. Through those moments, the charity says it continues to see strength, love and meaning, reinforcing its purpose to make every moment matter for those it supports across Cornwall.