University Hospitals Birmingham



July 2015

  • Complete brand strategy, identity and messaging
  • New brand name, proposition and clarified architecture
  • Successfully launched across Birmingham and Solihull
  • Bespoke hand-drawn logo and typography
  • New identity is friendly and appealing to all
  • Further delivery of marketing campaigns to engage target audiences

The task

University Hospitals Birmingham needed a brand as ambitious as their new sexual health service – the first of its kind in the country.

For the first time ever, the UK launched a comprehensive sexual health service that completely overhauled all of Birmingham and Solihull’s clinics, resources and services to bring it under one all-singing, all-dancing brand. Getting the brand right was absolutely crucial to the success of the new service.

It’s not everyday you get a chance to create a brand that reaches millions to change their lives.

Why Umbrella?

The brand had to be universal, memorable and easily recognisable as a symbol for quality sexual health services for a diverse range of people. Whether it was a poster in a GP clinic, the website, or a discreet billboard, the brand needed cut-through and engagement around typically ‘taboo’ topics.

Several all-agency creative sessions, lots of caffeine, a few grey hairs and hundreds of names later, we realised it was all about making the complex simple. This was a service that encompassed all of the existing clinics and resources that people already knew and trusted, a service that was all about protecting people and being there just when they need it.

There was no other choice but “Umbrella”. It was simple, to the point and an instantly recognisable symbol for the city’s diverse demographics, areas and user needs.

We handcrafted a bespoke, handwritten logo and typeface to add that human element to the brand. Being handwritten, it’s not perfect, it has flaws and imperfections which helps to make it an accessible, friendly brand that appeals to all.

Currently being rolled out, Umbrella is now a blueprint for making health services more memorable, accessible and engaging for people across the country.