Creating a home for an integrated approach to health and care

NHS Confederation
Branding, Digital, Strategy

Against the backdrop of a changing health and care landscape, we partnered with the NHS Confederation and NHS Employers to develop an identity and digital platform with systems thinking at its heart.

The NHS Confederation is the membership body for the healthcare system in England, Wales and Northern Ireland. It works with organisations from across the landscape to improve population health, deliver high-quality care, and reduce health inequalities.

With the new NHS Long Term Plan placing an emphasis on integration, the Confederation was rethinking its member offer and looking to strengthen its standing in the sector. It needed a brand and website that would support this ambition.

An image showing the cover of a report – reading 'The health and case system is changing. And so are we' – in the new identity. This sits alongside a mock-up of a lanyard with the NHS Confederation logo

Our research revealed a lack of unity between the various networks that made up the Confederation. Conversations with external stakeholders showed this fragmentation was obscuring the organisation’s true breadth and convening power.

We introduced a more harmonious brand architecture, reflecting the more integrated approach of both the sector and the new member offer.

A snapshot of the brand guidelines, showing how shapes can be built and an overview of a data visualisation approach
A mock-up of inside spreads from the report created in the new NHS Confederation brand identity

At the heart of this is a confident and flexible NHS Confederation group masterbrand that holds the various networks together while giving them space to shine. We also introduced a new tone of voice that could span the entire organisation.

A decorative image showing the pattern style of the new branding
An image showing an icon style and approach to highlighting key numbers

This cohesive approach carries through to the Confederation’s digital portfolio. In addition to its own site, the Confederation is closely connected with the websites of NHS Employers and the NHS Social Partnership Forum. While these sites needed to remain distinct, the Confederation wanted a more joined-up and cost-effective way of maintaining its various platforms.  

A mock-up of the new NHS Confederation website on desktop and mobile. The section show is 'Integration and Innovation in Action'

We designed and developed a pattern library –  a solution that allows a single set of webpage components and templates to be used  to create an unlimited number of websites. Each site built using the pattern library can be delivered within a shorter timeframe and at a much lower cost than building a new site from scratch. 

An image demonstrating the pattern library to showcase how components work across the website

While components and templates can be customised to a degree, the pattern library builds a level of consistency of experience between the various platforms, creating a more connected picture of the Confederation’s work.

A mock-up of the NHS Confederation homepage. The text on the banner image reads 'Mind the gap: what's stopping change?'
A mock-up of the NHS Confederation website on desktop and mobile

These three websites are the first products created under the new direction. Upcoming digital products will include page-to-PDF and content toolkits that will help increase the reach of the Confederation’s research and publications. 

A mock-up of the NHS Confederation website on desktop and mobile

With a systems-focused identity and website, the Confederation is ready to take up its role as the home for a more integrated healthcare landscape.

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