PURPOSE-LED BRANDING FOR NUHS

National University Health System

With the re-organisation of Singapore’s public healthcare in 2017, the National University Health System (NUHS) became one of 3 public healthcare clusters comprising relevant schools of the National University of Singapore and the hospital at Kent Ridge, JurongHealth and Alexandra Campuses, the National University Polyclinics, as well as four academic health science institutions spanning primary to tertiary care.

Whilst the NUS schools would retain the NUS crest, the disparate identities of the other entities meant that integration and synergistic benefits of this healthcare ecosystem were not recognised.

  • ISSUE
  • VISIONING & STRATEGY
  • BRAND ARCHITECTURE & NAMING
  • SCOPE
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • HEALTH+WELLNESS
  • PUBLIC SECTOR

CHALLENGE

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.

 

NUHS POWER

SOLUTION

Part of the integration was a review of the positioning strategy, brand architecture and identity system. To kick-start this, Activiste was commissioned in 2017 to run a one-day Envisioning session for over 100 senior healthcare professionals within the group. Kim Faulkner facilitated a panel discussion with institute heads, as well as headed a plenary session. Activiste consultants also facilitated break-out groups.

 

NUHS Workshop2

 

Another part of the integration was a review of the positioning strategy, brand architecture and identity system.

 

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. 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.

 

NUHS Logos Before

IMPACT

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.