The process

We began by building a robust picture of the charity’s internal goals and external perceptions. This included desk research, a sector audit, surveys, stakeholder interviews and focus groups with NHS staff and members of the public. Insights from this work highlighted the need for a more emotive, people-first brand and a name that reinforced the charity’s relationship with NHS Lothian.

We tested a range of naming options, landing on NHS Lothian Charity with the strapline ‘Making healthcare better, together.‘ This direct, collaborative message resonated with internal and external audiences and brought clarity to the charity’s purpose.

Visually, we reimagined the identity with accessibility and meaning at its heart. The new logo evolved from ELHF’s original marque, keeping a sense of continuity while introducing modernity and purpose. Its four segments represent the charity’s aims, geographic reach, hospital network and funding programmes. The looping forms convey continuous care and connection.

We streamlined the existing brand architecture into a coherent ‘branded house’ model. Moodboards, visual tone workshops and stakeholder feedback sessions shaped the design direction, ensuring the final outcome reflected the charity’s mission and values.

The solution

The result is a bold and compassionate brand that clearly positions NHS Lothian Charity as a vital partner to NHS Lothian and a powerful force for health improvement across the region. The visual identity is flexible, accessible and emotionally resonant. The name is instantly recognisable and rooted in the organisation’s purpose.

By simplifying structure, improving clarity and connecting more directly with audiences, the rebrand gives NHS Lothian Charity the tools it needs to grow awareness, build trust and strengthen fundraising. It supports the charity’s ambition to improve healthcare journeys through care, collaboration and community impact – for everyone, across Lothian and beyond.