Evolution of branding excellence


The creative agency behind CHCP’s new look


City Healthcare Partnership (CHCP) is an organisation that is always adapting, evolving
and innovating. Its branding needed to do that too. 

“After collaborating with the CHCP team, we proposed changing the brand to represent what the health and care provider stood for as it enters its 8th year in business in June 2018,” said Polly Sowden, who led the rebrand project.

“Focus groups and sessions identified that the new brand needed to more accessible, flexible and useable, reflecting the range of people it helps, its inclusive, collaborative ethos and multi-layered branding architecture. But how does that happen?”

The creative process

Initial branding workshops between the client and our account directors analysed the aims of the new brand identity and what it needed to represent for our client and its people.

That led to creative development sessions before Art Directors added their own ideas and came up with initial proposals, which were then presented back to CHCP for feedback.

A bold new brand

The result of the creative process was a bright, clean, modern new logo with personality that used bold colours linked by a mix tone to highlight the connectivity and co-operation at the organisation’s heart. Check it out here.

Developing the brand

The linked assets were then developed and adapted to enable an internal communication strategy, taking the brand online and everywhere from social media to stationery, advertising to marketing materials.

Consistent and professional

Finally, we had to tackle how the complex brand architecture worked together with the new ‘mothership brand’. Brand guidelines were produced to ensure the new brand was used correctly, ensuring a consistent, professional and future-proof look that personifies excellence and expertise for years to come.

CHCP says…

“Our branding was in desperate need of a lift, and Sowdens created a new look for us that really works for our organisation. They assessed our needs and came up with an idea that is modern and professional and reflects what CHCP is all about.”

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