The driver for change was not just to bring service divisions closer together. They wished to build upon their 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 move to an organisation more focused than ever on prevention, learning and early intervention to address the rising costs of harm in the NHS.
The preferred new name was NHS Resolution.
Our first task was to design a robust process that would explore alternatives and rigorously test if NHS Resolution was fit for purpose. Beyond this, an equally critical mission was to define the service names that would sit underneath the NHS Resolution umbrella. Our research team embarked on an extensive programme of stakeholder engagement to canvas opinions across the various operating arms of the organisation, plus gather the views from external service users around the consequence of changing the service names.
We worked alongside existing brand values to shape a new purpose: Delivering a fair resolution and learning from harm.
Creatively, we had to work within wider NHS guidelines but there is enough flex that allowed us to create a strong brand 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.