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Parliamentary and Health Service Ombudsman
Project overview
Challenge
BergHind Joseph was asked to develop a more inviting, accessible brand identity for the Parliamentary and Health Service Ombudsman, which is responsible for investigating complaints about government departments and agencies in the UK and the NHS in England.
Strategic Insight
We conducted a workshop with the core management team to explore the organisation’s personality, investigate the needs of its stakeholders and discuss its future direction. It was clear that there was a mismatch between the organisation’s warm personality and its need to be accessible to a wide target audience on the one hand, and bureaucratic look and feel of its existing identity on the other.
Creative Solution
Following on from the management workshop, our design team presented alternative routes for the re-branding to 50 employees at an internal seminar. This consultation process gave us a clear direction for our work and ensured that the Ombudsman’s people had a stake in the outcome. The three speech-marks that make up the new logo represent a three-way conversation involving the Ombudsman, the complainant and the institution concerned. We introduced warm, natural colours to the brand, and developed a style of photography that depicts a broad cross-section of the public, shooting examples (with permission) live in ‘the street.’
Results
The new brand has been fully embraced internally, and the Parliamentary and Health Service Ombudsman’s in-house designers are now extending its use throughout the organisation.
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