We worked with one of the largest acute trusts in the country, Liverpool University Hospitals NHS Foundation Trust, to develop a new brand to enable it to bring its vision, values and future ambition to life. With multiple sites, a range of legacy brands and an emerging new strategic direction this was a wonderful challenge to develop a robust brand for a significant new organisation.
Our future together
Liverpool University Hospitals NHS Foundation Trust (LUHFT) was formed through a merger of Aintree University Hospital NHS Foundation Trust and Royal Liverpool and Broadgreen University Hospital Trust.
As a new organisation, it became one of the largest acute trusts in the country and one of the biggest employers in the region with an annual budget of £930 million. Unlike many other NHS mergers, the merger was driven by the clinical staff, who made the case for bringing the two organisations together in order to improve patient care.
We were commissioned by LUHFT to establish a clear brand framework for how it communicates its vision, values and strategic objectives in a way that is meaningful to all stakeholders.
Using an evidence-based approach we initially carried out a wide range of engagement with LUHFTs diverse stakeholders from patients, staff and senior management through to partners, regulators and Board members. This was used as a foundation that informed a written brand narrative, positioning and tone of voice that:
- Communicates what LUHFT stands for
- Reflects its vision and values
- Is distinctive, yet authentic
- Provides a mechanism to engage staff and instil a sense of pride so that they become brand ambassadors
- Becomes something that the local community can believe in, be proud of and engage with.
With the written brand story in place we then moved on to consider the visual expression of the brand; developing a unique look and feel, brand architecture and a comprehensive set of brand guidelines to inform how the brand should be brought to life across the organisation’s many touchpoints.
Following a period of robust testing of all aspects of the new brand amongst key stakeholder groups, it was approved for roll-out and we worked with LUFHT to deliver a range of priority communications initiatives including the roll-out of the new organisational values and strategic reports; alongside collateral to embed the new brand across video, screensavers, email, posters, infographics and more.
Why it matters
LUHFT is an anchor institution for the Liverpool City Region. It has a huge role to play in the future health and prosperity of our region, so it was vital to deliver a brand that connected with the region and the future ambition of the organisation to facilitate its growing impact.
This was a fantastic project to work on with a flagship organisation in our region. The close collaboration with multiple stakeholders throughout from initial research through to testing and implementation allowed us to develop a brand that was authentic to LUHFT and its future.