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Handsome Brands

Core disciplines: Branding / design


Strategy / Naming / Architecture / Identity / Experience

Nuffield Health – Brand Evolution from Handsome on Vimeo.

 

Nuffield Health

From a corporate brand to a lifestyle leader

Nuffield Health operate 31 Hospitals and 112 Fitness & Wellbeing
Clubs in the UK. This is a unique offer and fits with their charitable purpose:
To champion the health, fitness and wellbeing of every person who needs us.

 



Simplify

Nuffield Health operate 31 private hospitals
and 112 Fitness & Wellbeing Clubs in the UK.
This is a unique offer and fits with their charitable
purpose: To champion the health, fitness and
wellbeing of every person who needs us.

Our observation was that a hospital or a gym
is not necessarily a place to look forward to.
To change the brand we first needed to change
people's mindset of the brand.

Nuffield Health have a positive impact on
people's lives. We suggested they stop thinking
like a corporate brand and start thinking like
a lifestyle leader.

 



Amplify

It all started with a simple tab. Inspired by fashion
and lifestyle brands, we created a green tab for
the logo. This allowed the logo to sit proud on any
background. Taking the shape of the tab as a visual
asset we then explored this initially over advertising
to create impact, and then through multiple channels.
Animation, sub-brands, environments, signage,
products and merchandise all use the tab in some
way to bring the brand to life and make Nuffield
Health more connected.

We crafted a distinctive typeface, Nuffield Health
Sans with real character and playful flourishes,
Their signature green built brand recognition,
but the secondary colour palette - carefully
chosen to allow the green to pop - comes in
to play to create a richer brand experience. 

We also developed a comprehensive
external signage system. This uses principles
around inclusive design to ensure all people
– including visually impaired – can move
around as independently as they would like.

 

 

Results

As a result of the rebrand,
spontaneous brand awareness
rose a massive 70% from
2016 to 2017

 

 

 



A total of 55,423 Fitness and
Wellbeing Club members joined
in the first quarter of 2017.
(105% of target)


Sourced from mediacom

 

Nu Sub-brands

We worked closely with Nuffield Health to develop sub-brands within their Fitness
and Wellbeing Clubs. Developing these sub-brands has created a distinctive
competitive advantage for Nuffield Health. These included brands for a new food
and beverage offer, a cycle studio and mind and body studio.

 

 

NuKitchen

NuKitchen offers members a space to connect, relax and refuel.
For pre or post workout, or just taking some much needed time out.
Whether you’re on the go or eating in, our delicious
and nutritious range of food will fuel your day.
NuKitchen. Delicious food, freshly prepared.

 

 

NuSpace

NuSpace is a space to quieten your mind and strengthen your body.
To relax, balance and flow. And leave feeling calm and re-energised.
NuSpace. Space for you.

 

 

NuCycle

NuCycle speaks the language of the road. From rolling hills to city sprints,
pelatons to weekend jaunts. NuCycle is built around the world of cycling.
Its aim is to motivate and energise newcomers to seasoned pros.
NuCycle. Hit the road.

 

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