our work
NHS Direct
Project:A revised brand strategy for NHS Direct, in collaboration with Thompson.
When: 2008
What: We were asked to help a Leeds based design agency, on the COI Roster, to win a 4-way pitch to develop and implement a new brand strategy for NHS Direct. The aim was to define a brand position and then align all activities and future communications behind this.
How: Reporting directly to the Chairman and CEO of NHS Direct we began by carrying out desk research into the wider Health Service and the environment in which it operates. This was followed by a series of executive and stakeholder interviews, which helped provide invaluable insights to inform the desired value proposition. A new and bespoke brand model was then created with a clear vision and set of unique values agreed. The output of this work was then shared with key staff in a workshop environment to test the work and begin the dissemination of the big idea. This has been captured in the visual metaphor of an NHS blue balloon carrying the words “we’re here”. This has since leant itself to an obvious advertising campaign which is currently running in carefully selected magazines and located posters.
Outcome: The work has been extremely well received, with NHS Direct claiming that the thoroughness of the strategic thinking at the beginning of the project made obtaining stakeholder buy-in (across the wider NHS) much easier than had been anticipated. The COI said; “I'd just like to say well done for yesterday! The work presented was spot on. The work undertaken over the past weeks has resulted in a very sound piece of creative for NHS Direct, which I know they'll be very proud of.”