CDT Design managing partner Mike Dempsey and legendary copywriter David Abbott have collaborated on an identity and brochure for hospice charity The Cicely Saunders Foundation, after being introduced to the client by former Fourth Room head of imagination Michael Wolff.
Dame Cicely Saunders is the doyenne of the hospice movement in the UK, which delivers palliative or ‘comfort’ care to people nearing death. Her charity lobbies for funding, as well as raising the profile of the service, which emphasises emotional and spiritual as much as physical well-being.
Abbott came up with the identity’s descriptor ‘improving care at the end of life’. The design of the logo is, according to Dempsey, a ‘typographical solution based on the literal meaning of the word “palliative”, which is cloaking or masking’.
CDT senior designer Catherine McArdle worked on the project.