NHS Digital

Creative Brief:
Develop and evolve the Automation Accelerator brand and social media presence, both through digital and print mediums. Design the UI for the new website and, utilising the partnership with an existing third-party website company, oversee the build and delivery of the website, creating and taking ownership of all visual and educational NHS assets, ensuring WCAG compliance at all junctures.

Role:
Creative Lead/ Designer

Design Thinking:
Working within strict NSH guidelines was a challenge, especially when trying to navigate delivering authentic and original artwork. The new visuals had to be linked to existing IP, but still remain separate, enabling the new programme to establish it's own identity within the Trust as the automation products rolled out to customers. The NHS trusts the NHS but still wants to see something new.

My approach was centred on clarity and empathy. I wanted to create visual comfort, both for staff recognising assets and customers feeling a sense of familiarity with the automations I was advertising.

I actually took a lot of inspiration from Apple - I kept layouts simple, typography accessible and created a flexible visual system that could live across posters, screens, leaflets and presentations. Just as important was producing toolkits and templates so the rollout would be easy and consistent for staff. It matched the wider NHS, but distanced the brand from the normal NHS content on notice boards.

The difficulty was working within tight rules while still delivering a solution that felt engaging and human. It meant every design choice had to be relevant. The result was an identity that respected the authority of the NHS but gave the programme its own clear voice, whilst advertising the benefits of automation as a product.