The Stillbirth and Neonatal Death Society, SANDS Lothians, has rebranded as Held In Our Hearts, with the support of Edinburgh agency Brand Oath.

The new name, website and logo are part of a relaunch that aims to highlight the core function of the charity which offers baby loss counselling and support to all bereaved parents. This support now includes babies lost at any stage of pregnancy and early childhood.

Working with the team at Brand Oath since last summer, a new brand framework was developed for Held In Our Hearts, featuring engaging digital and print assets, to help build on the charity’s 40 years’ experience of offering compassionate bereavement care.

At the strategic phase, and at the heart of the charity work, three key words were identified – Empathy, Connection and Love – to reflect the different stages of the Held In Our Hearts journey.

Ahead of their official launch at Blackrock in Edinburgh today (23 January), Nicola Welsh, Chief Executive of Held In Our Hearts, said: “We’re very excited about this next chapter in our identity. We are growing as a charity and, in turn, our support services have expanded to meet the increasing needs of bereaved families.

“We’ve been delighted to work with the team at Brand Oath and thank them hugely for all their help and support.

“We feel our rebrand reflects where we have come from but also looks to the future. We hold our own babies in our hearts, and we will continue to support bereaved families in the community in the same way, providing them with specialist bereavement care.”

Held In Our Hearts are also expanding support services into Fife and Forth Valley NHS areas in response to the increasing needs of bereaved families across Scotland. In 2019, Sands Lothians provided 575 befriending and 870 counselling sessions, compared to 211 befriending and 489 counselling sessions in 2016.

Welsh added: “Held In Our Hearts is increasingly working at a national policy level, so the Lothians part of our name no longer reflected our reach and impact. We recognise that this is a big change for us, but we felt the time was right for us to make the step to reflect the kind of organisation we are today, and will be into the future.”

Julie Shaw-Binns, Client Director at Brand Oath, said: “Every client experience is unique. Due to the nature of the subject matter, this was an emotional experience for our team. As such, it was immensely satisfying to see how our contribution helped shape a brand that truly reflects what they do, how they do it, but most importantly why they do it. Sometimes projects just mean more, this was one of those.”

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View more information at the new-look Held In Our Hearts website