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.
The Reader is a national charity that wants to bring about a reading revolution, so that everyone can experience and enjoy great literature, which it believe is a tool for helping humans survive and live well.
Why the Reader matters to us?
The Reader believes that the unique power of literature has the potential to connect individuals, help us feel better and to rebuild lost social bonds.
It brings people together and books to life in order to make warmer, healthier, stronger communities.
Dyslexia Scotland is a national charity dedicated to enabling people with dyslexia in Scotland to realise their potential.
Why Dyslexia Scotland matters to us?
Dyslexia Scotland is committed to a vision of making Scotland a dyslexia-friendly country that values the skills and talents of dyslexic people. It is working to inspire and enable dyslexic people to reach their potential in life, learning and work
Various digital platforms to engage multiple stakeholders
Champs Public Health Collaborative
Campaigns, Design, Social and Digital Marketing, Video and Animation
We created a new brand, digital tool and social media campaign to help start conversations about blood pressure and wellbeing with the public.
Undiagnosed hypertension is a serious problem in Cheshire and Merseyside, but many patients aren’t engaging with their own potential risks.
Starting a conversation
Undiagnosed hypertension is a serious problem in Cheshire and Merseyside, but many patients aren’t engaging with their own potential risks. To support pharmacies and health trainers in providing blood pressure checks in the community, we created a new digital tool to help start conversations about blood pressure and wellbeing with the public.
The Happy Hearts web app aids health professionals, by offering a 2-3 minute intervention that leads to a blood pressure check. It was carefully structured in a way that encourages patients to talk about themselves, their life and interests, before allowing the professional to illustrate how the health of their heart plays a crucial role in their life. This will hopefully increase their propensity to take a blood pressure check.
The project was based on a qualitative study which looked at how to motivate people to make healthy lifestyle changes. This work identified effective ways to use conversation to motivate behaviour changes around risk factors, self-care and medication adherence.
This provided us with clear insight that the brand and tool must deliver against. This allowed us to create early concepts around a brand name, identity, look and feel; and a user journey to structure the tool in a way that would support both the patient and health professional.
The tool was developed and tested in collaboration with pharmacies, health trainers and patient representatives to define the best format, content structure and tone of voice. This ensured that we were able to develop the tool in a live and dynamic way, incorporating audience feedback throughout.
On launch, the tool was rolled out alongside a training package for professionals to drive their confidence and propensity to use the tool.
Following launch we have then gone on to deliver a wide range of targeted social media campaigns using a blend of static and animated content (see below) to engage multiple audiences across the region.
Why it matters
Undiagnosed hypertension is a serious problem in Cheshire and Merseyside, but many patients aren’t engaging with their own potential risks. Tools to spark conversations between the public and health professionals are vital to encourage people to take control of their own health on such issues.
The collaborative approach we took to co-create the brand and tool with patient representatives and health professionals was critical to the success of the project.
3.4 million reach from social ads
Since launch Happy Hearts has now become the brand for a range of related campaigns and has been utilised for practical tools in health settings, a detailed CVD website and multiple social media campaigns.
Alder Hey Childrens NHS Foundation Trust
We developed a new visual identity for Alder Hey to use to spearhead the launch of their strategic plan and future vision across the organisation.
The identity had to be engaging, positive and friendly to many stakeholders, from professional partners and supporters through to staff, children and their families at local, regional and national levels – demonstrating flexible, creative thinking within a framework.
An identity for a bright future
The core brief was to develop a visual identity (plus name and strapline) that could be used to communicate the future vision and the associated plan for the Trust to its many staff, stakeholders, and patients and their families.
An illustrative concept was created that embraced the warmth and passion of the Trust; with a clear focus on the inspiration for the whole organisation, the children. The concept is based around an illustrated ‘world’ with many individual elements that can be used flexibly across multiple channels.
The logo is a sunshine that provides a simple yet effective symbol of the bright future that the Trust is working towards.
The identity has now been embraced as the primary campaign brand across the entire organisation and we have been involved in its application across every internal and external communications channel available in addition to integrated campaigns, including:
Strategy documents / animations / physical environments throughout the hospital / presentations / emails / infographics / lanyards / events / digital screens
We have also worked with Alder Hey on multiple other campaigns and projects, ranging from commercial partnerships and conferences through to service brands and Covid-19 communications.
Why it matters
Alder Hey is one of the leading children’s hospitals in the UK – not only in terms of patient care but the innovation and leadership in the health economy it shows on a regional, national and international scale. The organisation is positively affecting lives every day.
The identity is used to lead the future vision of a leading city region institution – Alder Hey. It is high profile and a fundamental component of the organisation’s future plans which have a wider impact on our city region.
The Liverpool City Region Combined Authority (LCRCA) is the combined authority of the Liverpool City Region.
Why LCRCA matters to us?
LCRCA works together to make investments in areas that have a real impact on our communities across issues such as transport, digital, energy and environment, skills and culture much more.
The Innovation Agency is the Academic Health Science Network (AHSN) for the North West Coast, one of England’s 15 AHSNs in the AHSN Network acting as the innovation arm of the NHS.
Why the Innovation Agency matters to us?
The Innovation Agency plays a crucial role in driving the adoption and spread of innovation across all aspects of the health sector in the North West, embracing collaboration across public, private and third sector organisations. We believe that is fundamental to a progressive and healthy society, and we are proud to be one of their communications partners.
A digital resource for patients with respiratory conditions
Corporate publications such as annual reports
Employee awards branding and event activation
Liverpool School of Tropical Medicine (LSTM), founded in 1898, was the first institution in the world dedicated to research and teaching in the field of tropical medicine.
Why LSTM matters to us?
LSTM develops new drugs, vaccines and pesticides and is at the forefront of infectious disease research.
As a teaching institution, it attracts more than 600 students from 68 countries, from PhD research and Masters programmes to a range of professional courses, and works in partnership with health ministries, universities and research institutions worldwide to train the next generation of doctors, scientists, researchers and health professionals.