Hospice UK today launches its new five-year strategy along with a refreshed brand, setting out its vision for hospice care for all who need it, for now and forever.


The bold new branding and ambitious 2024-29 strategy comes at a crucial time for a hospice sector facing significant challenges, with rising demand for palliative care, mounting funding pressures and staff shortages.  

Toby Porter, CEO of Hospice UK, said: "The UK faces a turning point, with demand for children’s and adult palliative and end of life care set to surge in the coming years. Our ageing population means that many more people are going to die each year – and we’re determined that they and their loved ones get the care they need and deserve.  

“Hospice UK’s strategy shows how, with the right support, the hospice sector can step up to this challenge. Coupled with our bold new brand, we’re ready to speak up for the sector and meet the challenges ahead, so hospice care is available for all, for now and forever.”  

The launch is supported by actress Dame Siân Phillips, who lends her voice to an introductory animation setting out the organisation’s priorities for the next five years.  

Dame Siân explains: “Hospice care eases the physical and emotional pain of death and dying, letting people focus on living, right until the end. Hospice UK promotes and protects hospice care for all, for now, forever."  

Hospice UK’s new strategic priorities focus on improving equity of access and making sure everyone gets the care they need; supporting hospices to deliver individualised quality care; and making sure hospices thrive so that they are well funded, governed and well-staffed long into the future.  

The refreshed brand identity embodies Hospice UK’s bold vision for the future of hospice care. The new brand marque, made up of a circle of Hs, represents the close-knit support provided by the UK’s 200+ hospices, while the vibrant colour palette symbolises the optimism and energy which drives the charity forward.  

Craig Mawdsley and Bridget Angear of consultancy Craig+Bridget led the rebrand, commenting: “It has been a privilege to work with Hospice UK on their new brand identity and to help bring their visionary strategy to life. Death and dying can be a tricky subject for many, but we have hopefully helped bring out the positive, determined, confident voice of the hospice sector in this debate and look forward to seeing the hospice movement thrive in the future."

Watch the new brand animation

Click or tap the image to play the animation.

Read our 2024-2029 strategy