Creating a single unifying healthcare brand for LSE-listed company Wilmington Plc
Working with our wonderful friends at ZPB Associates we were appointed by Wilmington PLC to create a unified brand that presented a new business proposition within healthcare. Unifying several different existing healthcare brands including Binleys and Wellards, the vision and brief was to create a single, parent brand for Wilmington Healthcare that whilst sensitive to Wilmington’s brand guidelines would present a new platform for the healthcare care division.
Working within Wilmington’s existing brand framework, we identified a need to create a flexible brand platform and visual approach that the internal team, including designers, could work with, adopt and expand with a view to retaining a sense of ownership and authenticity in the ongoing creative work and campaigns that they produce.
Introducing brand positioning that centred around a clear, articulated concept of Wilmington Healthcare translating complex intelligence into actionable insights and sustainable outcomes, our use of illustration helped to represent this messaging. The use of the linework, and focus of a single line output forms part of the Wilmington Healthcare brand, being utilised in different ways to visually support messaging and brand statements. Used with purpose and to help tell a story or to guide a reader visually through a narrative, the concept reflected the core value traits of Intelligence, Expertise and Collaboration.
The line can be utilised to create bespoke iconography and illustrations within the brand. This offers flexibility while retaining a recognisable brand style and treatment. Recorded within our customary brand guidelines and toolkit, guidance on how to work with the brand and design within it was supported by internal workshops with Wilmington Healthcare designers within our studio.
“By connecting and collaborating with healthcare communities, Wilmington Healthcare translates complex intelligence into actionable insights and sustainable outcomes.”
Extended across collateral and physical experiences the brand was tested across multiple environments.
With a need for a bespoke site approach, supported by an initiative and easy-to-use Content Management System our choice for this project was to use Open Source WordPress as a content engine. With vast experience of creating entirely custom, robust WordPress environments we adopted our unique digital process for this project. The design and development for the site was built modularly, this way of working including a total analysis of the site map and discovering which parts could be designed and built as repeatable elements. We then crafted these modules on a single outline page for review which was then tested across multiple browsers and devices.
Once we were happy with how the modules performed we began to build up each page and area of the site using these core modules as building blocks. The benefit of this was that we could test the modules at the very start, all at once, therefore catching, reviewing and iterating through development discoveries and challenges early.
Working this way enabled the design and development team to work together and create a product which was superior in consistency resulting in a leaner design and build.
Our work for Wilmington Healthcare resulted in: