NHS

University Hospital South Manchester NHS Foundation Trust (or Wythenshawe Hospital, as it’s known locally) required a new brand to help them stand out after the UK's Free Choice policy gave patients the pick of any hospital in England. The brand needed to reflect the high quality of the care and excellence of UHSM staff alongside their international outlook. It would need to remain distinctly NHS and be developed within their existing brand guidelines.

The critical first step was to rationalise the hospital name in terms of international, national and local recognition and perceptions. This was done through the introduction of ‘UHSM’ as the unifying signifier. Our brand talks directly to patients, partners and Trust members through the use of ‘real stories’ from UHSM. The ‘two hearts’ motif symbolises the hospital’s ethos of equal weighting between ‘patients and practice’.

Images: Jill Jennings – jilljennings.com