BML Creative Ltd
Shine Business Centre
Leeds LS8 5HS
+44 (0)113 388 0035
BML were approached by NHS Leeds West Clinical Commissioning Group to create a brand identity for the new organisation.
The CCG is one of the new clinical bodies that have been set up as a result of the new NHS reforms. The organisation covers a large area in Leeds with a diverse populous. The client wanted the staff within the organisation to play an integral part in the development of the new brand. This was enabled by group brainstorming and feedback sessions that allowed individuals to tell us what they thought was most important about the organisation, its values and objectives.
We presented a range of brand systems that we felt answered the brief and represented the ethos and objectives of the organisation. These were then circulated amongst staff to gain a consensus on the preferred brand direction.
The final design features a stylised map of the Leeds West CCG area, with different sized circles in various colours representing the diverse population the organisation looks after. The brand identity is incredibly flexible and can feature images, or work on its own as an instantly recognisable image.
To support the launch we produced a comprehensive brand guidelines document which covered a variety of applications including social media, posters, stationery and other common outputs.
We are very proud that the project was recognised with ‘Highly Commended’ status in the ‘Best Visual Brand’ category at the 2013 AHCM Healthcare Communications and Marketing Awards.