National University Health System
Purposeful Branding in Integration
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With the re-organisation of Singapore’s public healthcare in 2017, the National University Health System (NUHS) became one of 3 public healthcare clusters hospitals, specialist centres and polyclinics.
CHALLENGE: A New Vision for Public Healthcare
The reorganisation and integration process required both a new vision for the future, as well as a unifying symbol which reflects the synergies of a fully integrated cluster to provide seamless care, develop solutions for Singapore’s healthcare challenges and nurture the next generation of healthcare professionals.
SOLUTION: Integration and Expansion
As part of the integration process, a review of the positioning strategy, brand architecture and identity system. To kick-start this, Activiste ran a one-day Envisioning Workshop for over 100 senior healthcare professionals within the group.
Inspired by the additive benefits of the convergence of clinical care, education, research in partnership with the community, a bold, sophisticated “Plus” symbol was created and rolled out – first internally and then to the public.
IMPACT: The Power of One
The re-branding journey for NUHS, which for Activiste began in 2013, was finally launched in 2019 and positively embraced by the NUHS stakeholders and community.
Persuading the various entities to adopt the new symbol to reflect the power of a singular health system became one of our hardest won change endeavours. Staying the course and doing the right thing over what was expedient, became the watchword for this project.
