NHS Lothian Charity
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I recently worked with Ave Design and the official charity of NHS Lothian, Edinburgh & Lothians Health Foundation, to help them rename and rebrand, launching as NHS Lothian Charity. We helped them to move from being just a foundation about funds and funding to being a charity about people.
Our first step was to conduct a comprehensive research methodology that enabled us to understand the current perceptions of the brand and the vision and aspirations of both internal and external stakeholders. We then developed a range of names and supporting strap-lines for testing, which led to the creation of the new name “NHS Lothian Charity,” with the supporting aspirational strap-line “Making healthcare better, together.”
Once the name was agreed upon, we worked on developing the brand promise and branding strategy, which covered setting out the values, personality, and tone of voice of NHS Lothian Charity, as well as its positioning statement and brand offer. We created a multi-layered brand identity that symbolises much of what NHS Lothian Charity stands for and represents to its community.
Our design was also in line with accessibility guidelines to ensure that it is accessible to all audiences. The new visual identity had a branded-house approach to the sub-brands that sat within it that historically had their own separate identities. This alignment with the master brand ensures that each of the sub-brands and programme brands aligns with the strategy and experience of the primary brand.
The new look and feel, along with the strategy, allows the charity brand to deliver its distinctive standpoint, conveying its people-centered, warm approach, and is easily understood, accessible, and engaging. The brand toolkit supports the strategy by allowing the charity to be flexible in its visual and written tone of voice, dialling up and down to engage and communicate appropriately depending on the touchpoint and audience segment being addressed.
I understand the importance of a strong online presence in today’s digital world. That’s why I specialise in creating powerful, engaging, and user-friendly WordPress websites that will help you stand out in today’s crowded online marketplace. Contact me today to learn how I can help you bring your vision to life with a custom WordPress website.Visit Site