The Forever Friends Appeal rebrands as RUHX

Posted: 16th May 2022

From 16 May 2022, the official NHS charity of the Royal United Hospitals Bath will be known as RUHX.

Rhyannon Boyd, Head of RUHX said: “We’re absolutely thrilled that The Forever Friends Appeal has now rebranded as RUHX.  We’ve developed our new name, new logo and strapline with external consultants, and with input from our supporters, staff and volunteers.

“Our charity has not updated its brand since it launched in 1999, and we felt now was the right time to review how we connect with our audiences and bring the public’s understanding of the charity up-to-date.

“The ‘X’ in our new name is designed to focus people’s attention on the ‘extra’. The extra extraordinary work the RUH does with our support.  These are projects like the Breast Unit Expansion, Compassionate Companions for our End of Life team, or our arts programme helping to provide activities on the children’s and older people’s ward that are not funded by the NHS. The ‘X’ also highlights what happens when people work together for our cause, the health and happiness of our community in Bath and beyond.

RUHX worked with two Bath-based agencies, The House on the new brand strategy, and Honest Studio on the new charity branding.  Steve Fuller of The House said: “Our work with RUHX is a personal highlight for me.  My son, Harry was born at the RUH, my in-laws and I have been cared for there.  Our strategy was clear – highlight the people, projects and programmes that exist over and above the NHS funded work. It’s what we call the extra extraordinary, the amazing care that happens in addition to the incredible day to day healthcare that we have come to expect.”

Dan Weeks of Honest Studio said: “What a dream project for us. It’s been an incredible journey with the RUHX team, their determination to push themselves, listen to their audience and deliver a new brand to unite their community made for a refreshing and exciting creative process.  We are in awe of the selfless work of the RUH’s staff, if our work on the new identity can make a positive difference to them and their patients, the Honest Studio team will be extremely proud.”

We are RUHX.  And together, we have the power to do more.