The iconic home of the Chelsea Pensioners, Royal Hospital Chelsea has supported ex-army veterans for more than 300 years. We’ve partnered with the RHC since 2020 developing a new brand strategy and visual identity – including the modernisation of the King’s crest.

Our work celebrates the hospital’s commitment to serving those that serve us, designed to inspire a new generation of supporters and build awareness among all veterans who might need their support.

The brand now reflects a charity that embodies the traditional formality of the British military with the humility and humanity of the veterans that served us. Helping ensure their incredible work remains relevant and celebrated by a modern audience.