Giving University Hospitals a distinctive voice
Client
University Hospital Association
Project
UHA Naming & Rebrand
Services
Sector
The Brief
With their appearance feeling dated, their message getting lost and their website no longer fit for purpose AUKUH needed a complete overhaul. First clarifying their brand and completely refreshing their identity. Then to allowing this new direction to inform a completely revised online presence.
AUKUH is the voice of university hospitals in the UK. They bring experts and organisations together to create an open, nationwide forum that allows members to share best practice. Its members have a unique focus on research and education, as well as delivery of care to patients. Their ultimate aim is to improve the health of the UK, by sharing best practice and using the credentials of their members to inform government policy and initiate change.
The Solution
AUKUH needed a clearer, bolder more authoritative tone with smart, mature and distinctive look. But they also needed to clarify their story to make their role easier to understand for a wider audience. This started with their name, we observed first hand at conferences that even members struggled to remember all the letters of AUKUH and get them in the right order. So we simplified it from AUKUH to UHA: University Hospitals Association. This clarity and simplicity continued through into punchy key messaging and crystallised in a strikingly, simple and bold identity with a modern sense of authority and presence. The logo was developed to represent the association's collective voice and guardian-like status while still keeping its heart in healthcare. This simplicity also helps the public identify UHA, as well as press and government.
Giving University Hospitals a distinctive voice
The Brief
With their appearance feeling dated, their message getting lost and their website no longer fit for purpose AUKUH needed a complete overhaul. First clarifying their brand and completely refreshing their identity. Then to allowing this new direction to inform a completely revised online presence.
AUKUH is the voice of university hospitals in the UK. They bring experts and organisations together to create an open, nationwide forum that allows members to share best practice. Its members have a unique focus on research and education, as well as delivery of care to patients. Their ultimate aim is to improve the health of the UK, by sharing best practice and using the credentials of their members to inform government policy and initiate change.
With their appearance feeling dated, their message getting lost and their website no longer fit for purpose AUKUH needed a complete overhaul. First clarifying their brand and completely refreshing their identity. Then to allowing this new direction to inform a completely revised online presence.
AUKUH needed a clearer, bolder more authoritative tone with smart, mature and distinctive look. But they also needed to clarify their story to make their role easier to understand for a wider audience. This started with their name, we observed first hand at conferences that even members struggled to remember all the letters of AUKUH and get them in the right order. So we simplified it from AUKUH to UHA: University Hospitals Association. This clarity and simplicity continued through into punchy key messaging and crystallised in a strikingly, simple and bold identity with a modern sense of authority and presence. The logo was developed to represent the association's collective voice and guardian-like status while still keeping its heart in healthcare. This simplicity also helps the public identify UHA, as well as press and government.
“Through the brand builder process Better went out of their way to understand not just our organisation but our sector and how we sit within it. The nuances they picked up were beyond anything I’d expected. This led to a brand that projects all the things we had hoped for, plus a few angles that we had never focused on but realised as a result of the process that we should. It also meant the project was pretty effortless for us as their resulting brand work hit the mark first time. We’re very glad that in the end we made the decision based solely on quality. The team were a pleasure to work with and I’d wholly recommend them.”
Ed Knight
Senior Communications Officer, University Hospital Association