The Maudsley Hospital, part of SE London NHS Trust has a long established and international reputation for innovation and excellence in the treatment of mental health.
One of the areas where Maudsley leads the world is in their approach and training offerings is their provision of simulation. That is live scenario-based courses for health professionals and other public/private sector employees who may come into contact with challenging individuals during the course of their work .These can combine the use of actors and h-fidelity mannequins and use realtime workshops for facilitator led discussions and peer learning. The interface between physical and mental health is a key area of course content. The course content and participant experience being fine-tuned to promote more positive outcomes in practice.
To further enable the marketing of the Maudsley Simulation brand both within and outside of the NHS a need had arisen for the development of a separate brand identity. Design Incorporated were invited to tender a credentials pitch and based on our boutique team approach and combination of healthcare branding and broader branding experience we were successful and appointed. The project has been going on over the last three months and the first stage is now complete.
The creative solution for Maudsley Simulation required a number of considerations. The new brand needed to appeal both to the existing (mainly NHS) healthcare market currently served by Maudsley Simulation and at the same time reach out to other potential markets for Maudsley Simulation including other civic agencies and the private sector where many potential clients reside. The creative brief was developed and shared – with a focus on the delivery of industry leading simulation from a world renowned team. Core message touch points were:
Innovation and thought leadership
Integration of technology and actors
Collaboration and active Learning
The identity project was completed on time and on budget and has resulted in positive feedback from all stakeholders. The NHS team included the Director and marketing team as well as input from the NHS business consultants, fundraising and corporate communications teams. The preferred solution is based on a a tessellation of hexagons – giving a structured and organic feel. Interestingly a month or so after the launch of the new Maudsley Simulation brand the BBC unveiled their graphics and studio set for their coverage of the general election. A tessellation of multi-coloured hexagons!