Great Ormond Street Hospital Charity

A world brimming with magic, adventure and hope.

In 1929, J.M. Barrie entrusted the rights of Peter Pan to Great Ormond Street Hospital (GOSH). To this day, proceeds from every book sold in the UK, along with performances of the play and pantomime, continue to support the hospital’s vital work.

In collaboration with Great Ormond Street Hospital Charity (GOSH Charity) and The Blair Partnership, we were tasked with reimagining Neverland as a unique and compelling intellectual property. This involved creating a unified creative identity that not only celebrated the enduring legacy of Peter Pan but also positioned Neverland as a scalable, family-focused entertainment franchise and a powerful fundraising platform, all while honouring the core values of GOSH Charity and J.M. Barrie.

Focusing on themes of nature and adventure, we crafted a fresh illustrative approach to the characters and locations within Neverland, breathing new life into this beloved children’s classic. Over the years, Peter Pan and Wendy and the magical world of Neverland have been reimagined in countless ways, these new visuals consider modern day attributes and diversity for representation.

With the creation of these new commercially compelling designs, GOSH Charity has been able to further explore this enchanting universe and its endless possibilities, with a new positioning as one of the world’s most imaginative and treasured entertainment brands.