Launching a national healthcare network with strategic brand development and engaging web design.
2.1k
Event Counts in First Month
Building an Identity from Scratch
The Scottish Healthcare Built Environment Network is a collaborative initiative between NHS Scotland Assure and Edinburgh Napier University, created to improve healthcare environments across Scotland. As a brand new entity launching into a complex sector, SHBEN faced a unique challenge: establishing a distinct, credible identity that could stand independently whilst operating alongside two of Scotland’s most recognisable organisations.
Project Highlights
Strategic positioning to distinguish SHBEN from NHS Scotland and Edinburgh Napier University
An engaging website that educates visitors despite limited initial content
Scalable brand architecture designed to become a recognised symbol across Scotland's healthcare sector
Creating a Symbol That Stands Alone
The brand challenge was significant. SHBEN needed to operate credibly alongside the NHS Scotland and Edinburgh Napier University brands without being overshadowed or confused with either. The identity had to be recognisable, professional, and built to last.
We developed a symbol system grounded in SHBEN’s core responsibilities and values. The logomark combines architectural elements with healthcare symbolism: the cross represents healthcare, whilst the window-like structure reflects the built environment focus. This creates an identity that’s immediately distinctive yet appropriate for the sector.
The brand architecture was designed with longevity in mind. Every element, from the colour palette to typography, was crafted to establish SHBEN as a recognised authority within Scotland’s healthcare community. The system is flexible enough to scale as the organisation grows whilst maintaining strong visual consistency across all applications.
At launch, SHBEN faced a practical challenge: they needed a comprehensive website before having substantial content to populate it. The network was new, research programmes were just beginning, and detailed information about themes and projects was still being developed.
Our solution focused on engagement through design. We implemented subtle but eye-catching animations throughout the site that guide users through the information architecture whilst maintaining interest. The navigation was carefully structured to make exploring the available content intuitive and rewarding, even with limited pages.
Built in WordPress, the site provides SHBEN with complete flexibility to expand content as the network grows. The modular design system allows new research themes, projects, and partner information to be added seamlessly without disrupting the overall experience.
The result is a website that educates visitors about SHBEN’s mission, explains complex healthcare built environment concepts, and establishes credibility whilst keeping users engaged from homepage through to conversion.
Project Services
