The Virgin brand is renowned worldwide for innovation, creativity, and taking a new approach to traditional business models. Virgin Care are taking this attitude into the healthcare sector, providing private quality care to local NHS trusts and delivering public healthcare with a private sector mentality.
Having won a number of contracts to deliver NHS services, the Virgin Care team wanted to find ways of inducting nearly 2000 NHS staff into the Virgin Care organisation and helping them understand the different approach they wanted to take to healthcare. They asked Integrity to work with them to design hospital signage and receptions, and create employee engagement materials for their new staff.
The delivery of NHS services by private sector staff is a sensitive issue, so one of the first things to resolve was guidance as to when the Virgin brand is used locally and when the NHS brand takes precedence - a fine balance needed to be struck. We designed all the identity elements for hospital receptions - from signage to counter designs, and created a simple guidelines document.
Secondly, we needed to get across Virgin Care’s core message: ‘Delivering care good enough for our own families’. We needed to win hearts and minds over to that philosophy of care. What resulted was a range of simply designed leaflets and booklets, along with noticeboards and posters to support the message. Every member of staff received a personal pack containing lanyards, leaflets, mugs, and photo clips to help them feel included and to reinforce the core brand message.
