Charity Brand Identity for Therapeutic Canal Boat Experiences

The Challenge

The Peter Le Marchant Trust is a charity that provides therapeutic canal boat experiences, offering people a chance to slow down, connect with nature, and find a sense of calm. But their brand identity wasn’t fully reflecting the emotional impact of their work. They needed something that captured the tranquility of being on the water while also conveying their values of care, connection, and community.

The Solution

To create a brand identity that truly reflected the trust’s mission, I focused on the emotional experience they provide—peace, inclusivity, and a deep connection to nature. The logo needed to feel welcoming, gentle, and instantly recognisable.

A heart shape became the foundation of the design, representing the care and compassion at the core of their work. Within that, I subtly incorporated a stylised boat, seamlessly blending the two elements to tell a visual story of connection and serenity. This small but powerful detail tied the entire identity together, making it clear at a glance what the charity is about.

The colour palette leaned into soft, natural hues—blues and greens reminiscent of water, sky, and foliage. Typography was chosen to be friendly and accessible, ensuring the brand felt inviting to all. Every detail was considered to create an identity that felt as calming as the experiences they offer.

The Result

The new brand identity has given The Peter Le Marchant Trust a stronger, more meaningful presence. It resonates with their audience, reinforcing the charity’s mission and helping them stand out in the nonprofit sector.

With a logo that tells a story and a brand that feels as tranquil as their canal journeys, they now have a visual identity that truly supports their work—helping more people find peace and connection on the water.