All East. All Welcome.

Barts Health NHS Trust’s Sexual Health Services new brand identity

Our brief was to develop a brand identity for the newly formed integrated Barts Health NHS Trust’s Sexual Health services; bringing together Barts Health, East London Foundation Trust and North East London Foundation Trust into one unified service.

Looking for a unique, vibrant and inclusive brand identity, Barts Health tasked us to work with the agreed name for the service: All East.

A friendly, approachable and inclusive identity

Based in such a diverse, multicultural area, the All East identity needed to be relevant and, above all, inclusive. It needed to be accessible and appealing to young and old of either sex, to people from a variety of ethnic and cultural backgrounds, many of whom will have very different attitudes to the subject of sexual health.

With this in mind we developed a brand concept that reflected the service’s trusted expertise while being friendly and inclusive:

All Welcome. All East.

For us simplicity felt key in making the All East brand both memorable and wide-reaching.

With the repetition of ‘All’ we were able to effectively build up on the sense of inclusivity we were trying to establish and reinforce. The brand visual identity we created to represent the All East services were also kept simple: the use of icons such as the speech bubble and plus sign for example, represent the friendliness and the inclusiveness of the service, which is also reflected on the use of bright colours to instil an open and honest tone of voice.

The All East’s brand was very well received by key stakeholders . It was rolled out across their internal and external communications, in time for sexual health awareness campaigns in London in the launch year.