The Client
Liverpool Women’s NHS Foundation Trust is a specialist in the health of women, babies and their families – both within the main hospital and out in the community. The Liverpool Women’s team represent some of the most outstanding and experienced in this field, and, as the largest women’s hospital of its kind in the UK, is dedicated to the care and well-being of all the people they serve.
The Brief
The Trust wanted to develop a name and distinctive brand identity to reflect the specialist nature of the hospital and the people who worked there. At the time, patient choice was high on the agenda so developing a local identity that differentiated the Trust was a critical requirement. It was also important to ensure the brand we created was in full compliance with NHS brand guidelines.
The Solution
It was clear from the start, that we were creating a brand by the people for the people. In order for it to be truly authentic, we designed and facilitated an extensive qualitative and quantitative engagement approach among the Trust’s employees, the Patient Liaison Group, the Department of Health as well as other key stakeholders.
This resulted in unifying values, vision and mission plus a name and strong brand identity that everybody felt part of. Once implemented, the ‘generations’ identity created coherency in every aspect of hospital operations and communications. You only have to watch ‘One Born Every Minute’ featuring the Trust to see it embedded in the fabric of the Trust, both visually and culturally.
“The level of employee and stakeholder engagement that you facilitated gave us an identity that everybody understood and was proud of. It also provided the foundation for promoting the trust through more engaging collateral and a new website, researched and structured to meet the needs of our patients and their families.”
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