Injecting brand personality to the NHS

Injecting brand personality to the NHS

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The Four Peas has been working with an NHS Trust to help it differentiate itself from other healthcare providers. The agency has developed a unique tagline and visual style for the Royal United Hospital Bath NHS Trust, to work within the wider design guidelines that apply to every NHS organisation.

Now that NHS patients can choose where they receive medical treatment, healthcare providers have to address the unfamiliar challenge of competition. The Four Peas has assisted this process, introducing a marketing framework to analyse the situation and clarify core communications challenges.

Customer perspective
With Western medicine rooted in science, the healthcare practitioner mindset is often of a similarly clinical nature. The Four Peas helped the client balance this culture with the needs of its patients. “Healthcare customers expect high medical standards and facilities. But they also base their choices on perceptions of the welcome they’ll receive, how caring the staff are, and the strength of organisational teamwork and communication,” explains Bill Vallis of The Four Peas.

Brand toolset
The agency has created a new tagline for the trust: “United in Excellence”. This balances a clinical/scientific theme with a more human one – teamwork. And the use of a script style typeface further personalises the message.

The tagline, together with a new design style visualised across a range of communications pieces, gives the trust an impactful and coherent brand toolset – a set of assets that will position it clearly in patients’ minds as the trust moves forward.


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