Haringey Healthcare: Brand ID and marketing campaign

To help communicate and deliver innovative community healthcare reform in this north London borough, we created an integrated brand identity that works in print and online.

Our brand development work for Haringey Healthcare is helping deliver their strategic reforms and a radical set of improvements to community care in the borough. Implemented across print, exhibition graphics, e-marketing and online, the brand is giving a new voice to this Primary Care Trust (PCT) and connecting in a user friendly way with residents.

"Feedback from the public and colleagues to the new designs has been very good. In particular, the combination of bold colours and modern design brings an action orientated look and feel to our communications, which our audiences have responded positively to."

Duncan Stroud, Associate Director of Communications.

Introduction

Haringey hosts a hugely diverse population with highly polarised health needs: life expectancy in the affluent west of the borough is seven years longer than the east. To address some of these different needs, Haringey Healthcare is bringing in innovative new ways to deliver community health services.

Objectives

  • Develop a brand identity that sits harmoniously with the NHS brand
  • Communicate the service changes to Haringey's diverse population
  • Introduce top line copy concepts
  • Roll out the brand implementation, beginning with print collateral

Insight

Although services were being delivered in four different areas, there needed to be a common theme across all branding. This was essential in creating and communicating joined-up local health services in Haringey.

Solution

In the early stages we used the strapline of a 'Happy, Healthy, Haringey' to create the visual presence for the borough's health service. We then proposed that the best way to represent the diverse sub-regions was to use different colours to give each a distinct identity. These brand elements would then be used with a marque to reinforce that each area was within Haringey.

Staff at Haringey Healthcare came up with idea of turning the 'H' into a character to use as a symbol to represent the unity between the four areas. We took this idea on and developed it into the logo that brings the idea to life across the various outputs.The bright and cheerful colour scheme allowed us to present any messages in a clear and easily readable way.

Results

Early results have been very positive with Haringey Healthcare rolling out the branding across all four sub-regions in the form of print collateral. The relevant material will be made available to local people in healthcare centres across the borough.

Haringey NHS

Our brand development work for Haringey Healthcare is helping deliver their strategic reforms and a radical set of improvements to community care in the borough. Implemented across print, exhibition graphics, e-marketing and online, the brand is giving a new voice to this Primary Care Trust (PCT) and connecting in a user friendly way with residents.

"Feedback from the public and colleagues to the new designs has been very good. In particular, the combination of bold colours and modern design brings an action orientated look and feel to our communications, which our audiences have responded positively to."

Duncan Stroud, Associate Director of Communications.

Introduction

Haringey hosts a hugely diverse population with highly polarised health needs: life expectancy in the affluent west of the borough is seven years longer than the east. To address some of these different needs, Haringey Healthcare is bringing in innovative new ways to deliver community health services.

Objectives

  • Develop a brand identity that sits harmoniously with the NHS brand
  • Communicate the service changes to Haringey's diverse population
  • Introduce top line copy concepts
  • Roll out the brand implementation, beginning with print collateral

Insight

Although services were being delivered in four different areas, there needed to be a common theme across all branding. This was essential in creating and communicating joined-up local health services in Haringey.

Solution

In the early stages we used the strapline of a 'Happy, Healthy, Haringey' to create the visual presence for the borough's health service. We then proposed that the best way to represent the diverse sub-regions was to use different colours to give each a distinct identity. These brand elements would then be used with a marque to reinforce that each area was within Haringey.

Staff at Haringey Healthcare came up with idea of turning the 'H' into a character to use as a symbol to represent the unity between the four areas. We took this idea on and developed it into the logo that brings the idea to life across the various outputs.The bright and cheerful colour scheme allowed us to present any messages in a clear and easily readable way.

Results

Early results have been very positive with Haringey Healthcare rolling out the branding across all four sub-regions in the form of print collateral. The relevant material will be made available to local people in healthcare centres across the borough.

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