Spire Healthcare Brand Campaign
Brand and identity | Website design | Sales collateral
Problem
As both the Design Team Leader and Lead Creative on the Spire Healthcare rebrand, I led the creative and design aspects of the rollout of Spire’s inaugural national brand campaign, aimed at repositioning the private hospital group as an accessible and attractive alternative to the NHS. Previously, the group had conducted local campaigns managed by individual hospital marketing departments. With this being the first national brand campaign, the objective was to raise awareness among the target market in local areas about their respective hospital’s specialties and services.
I collaborated with the central marketing team to develop campaign assets, which included 40 localised direct mailers, national out-of-home advertising, and regional press placements. This campaign primarily relied on print media to reach the older target demographic considering private healthcare for their health needs. The direct mail flyer was tailored to each hospital, allowing marketing teams to choose key art and promote their information events. As team leader, I liaised with the marketing teams to gather this information, collaborated with the central marketing team to develop the master design, and supervised the distribution of the flyers by my design team.
The introduction of these new brand materials resulted in a measurable increase in enquiries for all Spire hospitals across the UK.
Each of the 40 hospitals had a tailored flyer to distribute across their local postcodes,
with custom logos, key art, events and maps.