As well as grants and community fundraising, ACT is also privileged to have a number of significant supporters who have become our ambassadors across the East of England given that despite their Cambridge base, CUH hospitals are world-renowned and treat patients from within the region and across the UK. As such they are advocates for support and the planned 'Benefactors Circle'.

ACT wanted to maximise and encourage donations by creating and launching a membership scheme with an overarching brand that creates awareness of all pillars of the hospital.

Following a successful three-way pitch Igentics was appointed to create and deliver the brand identity.

Working closely with the team at ACT we developed a membership scheme that encompassed the feeling of belonging and uniqueness through a circle of benefactors dedicated in championing support for CUH hospitals through ACT.

We created the 1766 circle. The date is the year the hospital first opened on its Trumpington Street location, through the act of philanthropy by John Addenbrooke. To be successful, we created a timeless, elegant and classic brand mark, supported by an illustration of the first hospital that could used throughout as a simple motif. A circle device was selected to best work alongside all of the other brand identities that form a part of the CUH hospitals.

The results are a simple, classic and elegant brand identity which comfortably sits alongside all existing campaigns, but which has its own identity that is easily recognisable with simple and clear messaging that is easy to share and communicate on any platform.

The inclusive and exclusive circle device is used throughout all materials and gives structure and meaning to the brand, whilst the simple keyline illustration evokes the very beginning of the hospital and the philanthropy of John Addenbrooke.