The Mercy Foundation

The Mercy Foundation supports Cork’s iconic Mercy University Hospital, driving advancements in patient care, experience, and outcomes through community generosity. Ahead of launching the new Cancer Care Centre, the Foundation’s website needed more than a visual refresh – it required a brand‑led redesign rooted in purpose, positioning, and audience insight.

Through in‑depth stakeholder interviews, a shared vision was defined: to help people receive the best possible care and outcomes while fostering a community built on compassion and support. This crystallised its position as “A community committed to making things better.”

At the heart of the transformation lies the Foundation’s central brand idea – You can be the difference. The ‘You’ speaks to each of their four main stakeholders individually – doners, fundraisers, the Foundation team and the healthcare workers in the Mercy University Hospital.

This clarity informed the evolution of the brand identity. The butterfly motif, synonymous with the Foundation, was refreshed with a contemporary design featuring three wings, symbolising the updated value pillars. Colloquially, the hospital is simply called “The Mercy”, this allowed the name to be shortened to The Mercy Foundation, with “Mercy” emphasised in the identity.

The website design and navigation were simplified to make taking action effortless: donating, starting a fundraiser, signing up for events, or seeking support. Powerful storytelling showcases the hospital’s role in Cork life, pairing real patient and supporter stories with a clear articulation of the Foundation’s mission: helping people receive the best possible care, experience, and outcomes through collective generosity.

The result is a purpose‑driven, audience‑focused platform that strengthens the Foundation’s identity and dramatically improves user experience. Delivering higher donation conversion rates, more event sign‑ups, and increased supporter engagement – clear evidence that aligning brand strategy, values, and digital design can drive both connection and contribution.