Liverpool Health Partners

Our Response

Visual Identity

Workshop

To help capture the spirit of Liverpool Health Partners, and the people behind the brand, we began with a Visual Wall Workshop. These dynamic, fun environments help ideas to flow freely and for our designer to get a first impression of how the brand needs to be presented. During this process we share several different stimuli to help steer the conversation. Voting takes places to help capture the sentiment in the room. As this work was carried out during COVID-19, we ran the workshop virtually using Miro.

Research & development 

Based on the outcomes of the workshop, our designer then begins the R&D phase. This stage helps to further focus what was discussed during the workshop and where the brand could go next. Several options are presented with further discussion to help inform the logo design phase.

Sketches from the R&D phase by Luke McConkey.

Logo design & asset creation

The LHP logo is inspired by their strategic vision and is founded in their plans to improve population health and boost the economic productivity of the city region. Their collaborative approach is captured in the many different elements working together harmoniously. A bold and impactful blue was used to help reflect the newly defined brand personality.

User-friendly brand guidelines

One of the most crucial outcomes for the brand identity were understandable and practical brand guidelines that anyone in the organisation could use. It was vital they were understood by professionals and non-professionals alike. 

To achieve this, we created two different versions of the brand guidelines; one for beginners and another for professionals. By creating a one-page guide for people within LHP to use, the guidelines became more accessible and valuable.

Brand tone of voice

Workshop

To begin defining the new LHP brand voice, we ran a tone of voice workshop with their executive team. The workshop helped everyone to collaboratively decide what their values are and how they wanted to convey their personality. We took the team through a number of guided exercises to help them arrive at four personality traits. These traits played an intrinsic role informing the visual identity.

Guidelines

Previously, LHP were lacking tone of voice guidelines, giving their last brand an unfinished feel. By producing user-friendly guidelines, we were able to help LHP overcome some common problems their team were facing:

• A lack of clarity on what ‘sounds like LHP’
• What their key messages are 
• How to execute their brand voice
• Clear examples to follow

The tone of voice guidelines were combined with the visual guidelines to create a one-stop, practical document.

Handover Training

Previously, LHP were lacking tone of voice guidelines, giving their last brand an unfinished feel. By producing user-friendly guidelines, we were able to help LHP overcome some common problems their team were facing:

• A lack of clarity on what ‘sounds like LHP’
• What their key messages are 
• How to execute their brand voice
• Clear examples to follow

The tone of voice guidelines were combined with the visual guidelines to create a one-stop, practical document.

The Outcomes

• An impactful and vibrant brand that truly captures the spirit of LHP and the people who work within the organisation
• Practical, hands-on guides that everyone in the organisation feels comfortable using
• A valuable asset that will define the impact LHP can have now and in the future
• A clearly defined brand voice understood across the organisation
• Staff confident in their abilities to apply the new brand; When surveyed, 100% of respondents rated their confidence using the new LHP tone of voice as 7 out of 10 or higher

Credits

• Visual identity, Luke McConkey
• Brand voice, Ruth Hartnoll