NHS Resolution

Clarity, prevention, resolution:
A strategic rebrand for the NHS.

Deliverables:

  • Brand research & strategy
  • Brand identity
  • Stakeholder communications

Breakthrough goal:
Unify a complex services model


The driver for change was not just to bring service divisions closer together. It was to build upon the combined functions, working in a more unified way, to transform the way in which scarce NHS resources were being used to benefit patients, resolve concerns and prevent harm. The strategic focus would be to merge the services and shift to an organisation more focused than ever on prevention, learning and early intervention to address the rising costs of harm in the NHS.

This new direction needed a new name to reflect its new purpose. The result was NHS Resolution.

NHS resolution guidelines

Strategy


Our research team embarked on an extensive programme of stakeholder engagement to canvas opinions across the various operating arms of the NHS. We were to gather the views from both internal and external service users around the perceived consequence of merging the services into a single organisation. Challenges such as the legacy and awareness of the existing services were considered, plus internal concerns around communicating change.

Our next task was to design a robust strategic process that would explore how the services could be merged whilst retaining the positive legacy of the existing brand names. Next, we set out to rigorously test if NHS Resolution was a fit for purpose name. Beyond this, an equally critical mission was to define the service names that would sit underneath the NHS Resolution umbrella

NHS Resolution banner
NHS Resolution Posters

Transformation

Through this extensive research and our ClarityLab™ brand workshops, we helped shape a new purpose, mission, values, services model and messaging for the new purpose-driven organisation. All packaged within a new brand name, service descriptions and refreshed identity.

Working within the structure of the wider NHS brand guidelines, we identified sufficient latitude to allow us to develop a strong, distinctive identity for NHS Resolution.

Post-rebrand, Studio North assisted the executive team at NHS Resolution in delivering the new brand at conferences and seminars around the country. We also produced a communications plan to launch and embed the new brand.