Brand identity2024Health Policy Explained
Calrity in complexity
The Brief:
Translating dense policy
into confident identity
Health Policy Explained is a specialist consultancy working at the intersection of healthcare and policy. Their mission is to decode complex healthcare policy frameworks in the UK and communicate them clearly to clients, ranging from NHS trusts to global pharmaceutical companies.
When they approached us, they were at the very start of their journey. They needed a brand that communicated authority and professionalism, but also a human touch. The challenge was to strike a delicate balance: feeling credible enough for major health bodies, while remaining approachable and collaborative.
A mark that speaks for itself
At the heart of the visual identity is a custom logo mark that brings together two core ideas: the universally recognised healthcare cross and a speech bubble, integrated through overlapping shapes and negative space.
This smart visual metaphor communicates exactly what the brand does: interprets health policy and makes it understandable. The result is a symbol that feels modern, meaningful and distinct in a space that can often be overly clinical or corporate.
Building the Identity
Modern, professional, and quietly confident.
The wider identity system leans into a palette of fresh, clinical blues that feel trustworthy without being cold. Rounded, modern typography supports the idea of clarity and accessibility, reinforcing the brand's promise to remove jargon and deliver insight.
The visual language is designed to scale, from detailed strategy documents to front-line digital campaigns, and remains consistent across all touchpoints.
Deliverables included:
Logo and identity system
Brand guidelines
Print materials (business cards, brochures, flyers)
Digital advertising assets
The Outcome
Expert, but approachable.
With its clear, professional tone and a logo that cleverly encapsulates the brand’s mission, Health Policy Explained now stands as a confident and credible voice in healthcare consultancy.
The new identity enables them to connect effectively with both national institutions and local teams, supporting collaboration at every level.