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City Hospice – Dedicate a Daisy design

The brief:

As Cardiff’s local hospice, City Hospice provides home-based specialist palliative care to people living with terminal illnesses and life limiting conditions in the capital, as well as essential counselling and bereavement support for the families of its patients.

Recognising the impact of the pandemic on grieving and bereavement, City Hospice created the Forever Flowers campaign in 2021 to provide the public with a means to celebrate life and remember loved ones with unique and lasting tributes.

As the campaign returned for its third year in 2023, the charity approached Effective to design new assets including leaflets, posters, banners and social media templates to encourage people to ‘dedicate a daisy’.


Designing for the Forever Flowers campaign that provides comfort to those affected by the loss of a loved one required a careful selection of imagery.

Our brief was to make the graphics bright and cheerful and capture the attention of the audience. We needed to change the flower from a sunflower to this year’s chosen flower of a daisy, while using the same logo and style as previous years to ensure the City Hospice community and Cardiff public recognised the annual campaign.

As we were making a design package for the campaign, which included many digital and non-digital elements, we tried to keep a bright spring theme running throughout for consistency and to evoke feelings of celebration. From giant banners to envelopes, t-shirts and social media, we used the same primary green of the City Hospice logo along with multiple daisies. For promotional literature such as leaflets and posters we used emotive imagery of a family remembering their much-loved husband and dad alongside City Hospice nurses holding Forever Flowers.

We wanted our audience to immediately recognise the banners they’ve seen before, matching the adverts they saw on social media and the t-shirts on sale at the Cardiff Castle display and know immediately that they were all part of the same campaign.

The daisies to be dedicated were designed and created by the British Ironwork Centre, so we already had great pictures of an impressive product to work with. The City Hospice team was simply a pleasure to work with; dedicated to their job and helping others, and professional and clear about what was required.

We found it rewarding to contribute to such a worthy campaign and create such beautiful assets.

Three nurses in blue scrubs smile as they hold metal daisies in front of Cardiff Castle. Dedicate a Daisy August 5th to 13th 2023 is written in white on a green background.

The outcome:

The eye-catching designs were received positively by the charity and have been used on leaflets, letters and newsletters sent to supporters as well as on City Hospice’s website and social media platforms.