Parliamentary and Health Service Ombudsman

Creating a more open, inviting and distinctive brand

The brief

It is the Parliamentary & Health Service Ombudsman's (PHSO) job to investigate complaints made against government departments, UK public bodies and NHS England. Their role is to provide an effective complaint handling service that drives improvement in public services and informs public policy.

Following a merger of two different government departments PHSO saw a dramatic increase in its level of responsibility.

This change presented the body with an opportunity for a rebrand. It was our task to create this new brand identity that needed to be distinctive and raise public awareness of its new role.

Our solution

By hosting an internal seminar, we began our journey by understanding the body’s corporate personality and its future ambitions. This helped us to not only understand the businesses needs but that of its employee’s too. Our eye-opening findings from this session fuelled a brand solution which radiated personality; and created a visual representation of how its employees and other stakeholders perceived the body: one that is warm, personable and open.

The result

A striking brand that was embraced internally and presented companywide: from the interior of its London head office, to its annual report.