Nuffield Health Digital Asset Toolkit
Nuffield Health is the UK’s largest healthcare charity. It operates multiple Gyms and Hospitals across the UK. The organisation has no shareholders which means all of their income always gets invested back into their vision to build a healthier nation.
What makes them unique is the breadth of expertise and services they provide - from personal training and physiotherapy to emotional wellbeing and hospital treatments for illnesses and serious conditions like arthritis and cancer. However, many people know them for one or the other.
I was asked to develop a series of visual assets for use across all digital channels that bring Nuffield Health’s vision to life and ultimately showcase their experts as approachable trusted advisors on all things health and wellbeing.
My role
As the sole Digital Designer at Nuffield Health, I led the entire creative process of this project - from research to ideation and the development of final designs.
I worked alongside a Social Media Manager, Content Strategist, Brand Managers, Video Producers, Marketing and PR Managers as well as external agencies.
Design process / approach
My first port of call was to audit all Nuffield Health’s digital channels. The initial findings were - all content looks and feels the same and most information is not digestible nor very engaging.
Although Nuffield Health’s branding is created in a way so it can easily stretch through the use of different states from calm and simple to energetic and loud, but the excessive use of Nuffield green colour within most of its creative made hard actually to digest the information at speed.
My main goal was to stretch the visual language in all directions to create something that looks and feels easy, modern and appealing, brings complicated information to life and becomes synonymous with Nuffield Health brand.
Final look
Using the existing design system, I crafted a series of designs that are fresh, approachable and engaging. I utilised current brand typography, iconography, patterns, textures and secondary colours. I refreshed old templates which were cluttered and didn’t have much “breathing space”. The new designs have balanced used of all brand elements, visually communicate the information and are more visually striking.
