Targeting patient improvements.
The brand needed to communicate the benefits of the new working methods to three key audiences: patients and carers; GPs and practices; and other hospital units and centres. Each audience would naturally be asking for slightly different information from the brand, so the designs needed to be sufficiently adaptable to work for them all. The brand collateral needed to explain how the process worked, how it would help patients and encourage uptake of the new working methods among professionals.
From our initial brand development sessions with the team at Southmead Hospital, we focused on the key theme of ‘Inform, Empower, Succeed’. We used this trio of words to begin thinking around the idea of ‘threes’ and developed the target device which embodies the concepts of ‘standards’ and ‘aims’ and which, naturally, is made up of three parts. The basic target idea was further developed so that it also reads as an uppercase ‘Q’ letter form, to reflect the name of the new initiative.
Once the brand identity was in place, we worked with the team to develop marketing materials to promote Quality Patient Discharge. We created a flexible information pack with a folder and summary brochure that contains information relevant to all the recipients. Additional inserts were also created to address more detailed subjects which would be of specific interest to GPs or other hospital teams.