QUAY HEALTHCARE
Brand Strategy / Visual Identity / Brand Workshops / Perception Audit / Marketing Strategy / Digital / Marketing Collateral
Warrington-based Quay Healthcare is an NHS-affiliated healthcare organisation and GP Federation, working across the town’s primary care network and serving a population of around 280,000 people.
With an ambitious leadership team, access to clinical and healthcare specialists and a growing portfolio of services including ADHD provision, Quay Healthcare represents a more innovative and collaborative approach to delivering healthcare for local people.
As the organisation grew, its existing identity no longer reflected its ambition.
We worked with the Quay Healthcare team to understand the organisation from the inside out. Through brand workshops, internal and external perception work and marketing strategy, we explored what Quay stood for, how it was perceived and how the brand could better communicate the organisation it was becoming.
Healthcare rebrand
The challenge was to create something fresh, dynamic and contemporary, while retaining the credibility and trust essential for an organisation operating alongside the NHS.
A series of visual routes explored different expressions of healthcare, community and trust — from medical symbols and community-focused imagery to a distinctive Q marque incorporating a tick as a trustmark.
Fresh brand identity with purpose
The resulting identity introduced a much stronger and more flexible visual language. A contemporary blue palette retained an important connection with healthcare while brighter tones gave the organisation a more distinctive, progressive personality. The identity was designed to work equally effectively across digital channels, corporate communications, signage and everyday marketing collateral.
Importantly, the work went beyond creating a new logo. We developed messaging around Quay Healthcare’s wider purpose, including “Reducing healthcare inequalities” and “Delivering improved healthcare outcomes”, placing the emphasis firmly on the difference the organisation exists to make for patients and communities.
Powerful communication of values and quality
The new brand provided Quay Healthcare with an identity capable of growing alongside the organisation — combining the authority expected of an NHS-affiliated healthcare provider with the energy and ambition of a fast-moving organisation developing new ways to improve local healthcare.
A confident new identity for an organisation helping to shape the future of healthcare in Warrington.
Brand Strategy / Visual Identity / Brand Workshops / Perception Audit / Marketing Strategy / Digital / Marketing Collateral