Hertfordshire and West Essex’s Clinical Commissioning Groups (CCGs) and their partners were undergoing a restructure and as a result their Integrated Care System (ICS) was being placed on a statutory footing.
This was a fresh start for everyone, with a new strategy to get behind and an exciting new journey of collaboration to embark on. The ICS needed an identity that connects and resonates with partners, patients, staff and stakeholders, providing coherence and a sense of togetherness.
To ease anxieties about the change and to ensure every partner felt part of the new shared vision and the brand journey, we ran collaborative workshops to engage with all relevant stakeholders.
Using the insight gathered, and our tried and tested creative development process, we completely overhauled the organisation’s brand architecture, creating a strong organisational narrative and identity concept built on an interlocking, adaptable system of shapes – representing the interconnected strength that comes from the partners and organisations that make up the ICS.
This provided consistency across different ICS partners and organisations, with colour used to show the unique importance of each partner. The interlocking shapes also created a 3D world for illustrations, which embrace the diversity of the population and the roles carried out by the ICS.
Teams and partners felt valued and heard throughout the process and were thrilled with the attractive look and feel and the functionality of the fresh brand identity. The brand guidelines we created provide clarity and direction on all creative elements and the tone of voice, so teams across the ICS can now confidently run with it in-house.
Staff and stakeholders feel proud of their new brand – it’s fresh, different and successfully responds to the brief set. The identity also serves as a reminder that we must foster togetherness, value teamwork and never lose sight of how the ICS’ diverse partners should connect and interlink.
Since the initial brand launch, we’ve also created an animation for the Integrated Care Partnership’s (ICP) 10-year strategy. From writing the script and developing the characters, to bringing to life the 3D isometric world, we were able to create an engaging, informative and impactful animation.
Final animation for the Integrated Care Partnerships’s (ICP) 10-year strategy