Read our Liverpool Health Partners brand identity case study

Liverpool Health Partners

Transforming the brand identity of an impactful health organisation

Landing Page

Visual Identity & Tone of Voice

Website Content

Services

  • Brand workshops
  • Visual brand identity
  • Brand tone of voice
  • Staff handover training

Their Impact

  • Improving health outcomes locally and nationally
  • Dynamic, collaborative working across the health system
  • Groundbreaking health research
  • Drastically improving the lives of local people

Meet The Client

Liverpool Health Partners (LHP) is a thriving network of 12 world-leading organisations who are working together to develop groundbreaking research. Their programmes have been strategically developed to address the diverse and complex needs found across Cheshire & Merseyside. By working with these needs at a local level, they are able to create an impact at a global scale.

The Challenge At Hand

LHP’s original identity needed a fresh look to showcase the incredible work its team was responsible for. A bold new vision was needed to help create stand out. LHP wanted to capture its bold, unwavering spirit in a professional but impactful way. Brand tone of voice had also been neglected so this too needed to be reimagined to help drive consistent messaging.

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.

A snippet of the outcomes from the Visual Wall workshop

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.

Download the full guidelines

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.

Outcomes from the tone of voice workshop.

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:

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:

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

Isometric iPhone 12 Pro Grid Mockup by Anthony Boyd Graphics

The Outcomes

Credits

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