Case study
NHS - Be in Gloucestershire
Project Overview
“Be in Gloucestershire” is a campaign aimed at helping the NHS recruit new staff and present the NHS as a solid career choice. They approached us to design a campaign highlighting these aspects. Initially launched in Gloucestershire, it was intended to be rolled out to other counties if successful.
Strategy
From the outset, the team aimed to create a branding narrative that felt personal and authentic. We interviewed medical professionals to gain a deeper understanding of the diverse individuals who make up the NHS. Drawing from their stories, we developed a compelling narrative that highlighted the human side of working in healthcare, from the immense sense of gratification and satisfaction to more personal aspects, such as a love for Gloucestershire.
Throughout the process, the team engaged with NHS management and stakeholders to ensure the project aligned with their vision and adhered to the NHS’s overarching brand guidelines.
Execution
From our research, we discovered that a broad design approach wouldn’t be effective, as people had a wide range of reasons for moving to or accepting a job within the NHS in Gloucestershire. This posed the challenge of creating something that could resonate with the diverse nature of these roles while remaining specific to the area.
This challenge, however, became a cornerstone of the brand’s foundation. We developed a flexible system that allowed illustrations, images and text to be interchanged seamlessly, ensuring adaptability and relevance.
At the heart of the design is a cross—a universal symbol of care and health—featuring four heart-shaped icons that represent community and unity. This design is applied across all forms of media to emphasise key messages, draw focus to specific areas within visuals and adapt the logo to highlight different aspects of working within the NHS and the local area. The symbol functions both as a brand motif and a practical design element, consistently reinforcing a strong and cohesive brand identity.
Additionally, we discovered that a balanced lifestyle was a key consideration for applicants, who often sought more than just a job when relocating. To reflect this, we chose a natural colour palette inspired by the beauty of Gloucestershire, reinforcing the work-life balance valued by the community. The illustration style further mirrored the brand’s adaptable and personal identity, evolving to suit specific roles or appeal to targeted audiences.
