Nuffield Health x The FA
Nuffield Health is the UK’s largest healthcare charity. It operates multiple Fitness and Wellbeing Centres and hospitals. Since May 2022 Nuffield Health is the official health and wellbeing partner of the England’s football teams.
To celebrate their partnership and the participation of the men’s football team in FIFA World Cup Qatar 2022 I was asked to develop a series of visual assets for use across Nuffield Health’s digital channels.
As the sole Digital Designer at Nuffield Health, I led the entire creative process of this campaign - from research to ideation and the development of final designs.
I worked alongside a Project Manager, Brand Manager, Social Media Manager, the FA’s Partnerships Manager and an external design agency.
Design process / approach
First I reviewed some sports-related brands such as football clubs, the FA and Premier League partners, media broadcasters and sports fashion labels. The aim was to understand how football culture is incorporated within their brands; what visual language they use to connect with the fanbase online.
Nuffield Health owns aesthetic that is bold - signature green stands out well amongst many competitors- yet the brand can feel very corporate. I wanted to develop a concept that feels modern, edgy, inspiring and full of attitude. It had to capture the spirit of the football fans while still feeling distinctly Nuffield Health.
Competitor benchmarking
Nuffield Health brand overview
The result
Using the existing design system, I developed a set of creative assets that resonate with football fans, celebrate England team and remind about the Nuffield Health’s Partnership with the FA. Moving away from corporate to being more human-focused, approachable and integrated.
