Guy's and St Thomas hospital trust set up a £3m programme to improve patient, visitor and staff experience. Initially we were acting as strategic consults, working with their team to make sense of an approach to creating a brand identity for the programme.
The solution was designed to illustrate the key objectives of the programme and the 'Face' initiative, which represented the surface change and the results of behavioural and attitude changes. Unusually this identity was developed without a new distinctive mark to ensure there was no confusion and competition with the parent identity of the NHS Trust and the charity. The visual language and graphic messages clearly communicate an improvement in user experience.