Overview
During the height of the COVID-19 pandemic, I was commissioned to design a collection of 650 appreciation cards for NHS staff across Birmingham Women’s and Children’s Hospital. The project aimed to recognise the tireless efforts of frontline workers and deliver heartfelt messages of gratitude and encouragement.
Each card was intended to lift spirits, offering a moment of positivity and appreciation during an exceptionally challenging time.
The Challenge
The brief called for a design that felt genuine, joyful, and encouraging, capturing gratitude without becoming overly formal or corporate. The cards needed to resonate emotionally with healthcare staff while maintaining a sense of warmth and hope.
The new designs needed to:
Express genuine gratitude in a hopeful, personal way
Celebrate resilience and kindness through design
Use colour and illustration to lift spirits and inspire connection
Reflect the community spirit that defined the NHS during the pandemic
Create a keepsake staff could feel proud to receive
Strategy and Creative Direction
The chosen design, titled “A Huge Thank You”, features hand-lettered typography and painterly rainbow tones to symbolise optimism, compassion, and community. The message blends sincerity with positivity, celebrating resilience and kindness through an approachable, human style.
Hand-drawn lettering: Adds a personal and authentic touch, echoing the heartfelt tone of the message.
Colour palette: Soft rainbow gradients inspired by hope and solidarity during lockdown.
Layout: Layered speech bubbles and stars create a friendly, conversational feel that radiates encouragement.
The card design became part of a wider set distributed across hospital teams, spreading positivity and showing appreciation to NHS staff across Birmingham.
Skills
Deliverables
Illustrated greeting card design
Typography and composition
Print preparation and delivery
Colour and layout exploration