Strategy documents for Norfolk & Norwich University Hospitals

Caring with PRIDE

Challenge: Norfolk & Norwich University Hospital (NNUH) needed to establish a distinct visual identity for their strategic documents, outlining their five-year vision and its alignment with the wider NHS People Promise. The primary challenge was to take detailed, complex strategic content and transform it into digestible, clear information. Furthermore, they required a design style that would differentiate these documents from the more clinical materials common within the NHS, aiming for a statement, approachable, and friendly aesthetic that would encourage engagement.

Solution: Working closely with NNUH, we developed a cohesive range of documents that follow a consistent and engaging style. To achieve the desired approachable feel, we introduced a new handwritten typeface and fully adopted their PRIDE values colour palette. We also incorporated a cut-out image style and created a comprehensive suite of illustrated graphics and iconography.

Outcome: By combining these visual elements with carefully considered and manageable content, we created a recognisable and impactful look and feel for NNUH’s strategic documents. This distinctive style successfully encourages people to read and engage with the strategic content, clearly communicating NNUH’s vision and values in an accessible and inviting manner.