North Central London Integrated Care Board and Integrated Care System rebrand

The process

We began with a consultancy phase involving stakeholders from both the ICB and ICS, running collaborative workshops to explore the brand’s current perception and future direction. These sessions informed a creative brief and a series of concept routes, which we refined based on feedback.

To ensure relevance and resonance with the public, we tested the shortlisted designs with a committee of local residents as well as partner organisations. The final identities were developed into a full suite of templates and guidelines, making them easy to implement across multiple channels and user types.

The solution

The refreshed ICS identity centred around the existing star emblem. We evolved it into a single, unified shape with five pin-drop elements, each representing a borough. Brightened colours and overlapping forms added energy and cohesion. The shape itself became a flexible graphic device used throughout the brand – bold and full-bleed in some contexts, smaller and more dynamic in others. An accessible, modern typeface completed the update, designed for use at any scale.

The ICB retained its official NHS logo, but we developed a companion visual system that echoed the ICS branding. The star became a fine keyline element – symbolising the ICB’s framework role, and was recoloured using NHS secondary brand colours to move beyond the usual NHS blues. The corporate palette focused on crisp white and dark blue, while staff communications were warmer and more expressive, using purple, aqua and yellow. Colour-coded themes and custom icons helped staff easily navigate content related to wellbeing, learning, internal comms and recognition.

We also developed a shared photography library and accompanying image guidance to ensure consistent, inclusive visuals, whether sourcing from stock or commissioning original content.