Greater Manchester Integrated Care Partnership Brand Rollout
Challenge
The introduction of Integrated Care Systems created the need for a new identity for the Greater Manchester Integrated Care Partnership.
The challenge wasn't simply creating a new brand. It was replacing an established partnership identity with one that reflected a newly formed statutory system, represented a diverse network of organisations and could be adopted consistently across ten localities and multiple partner organisations.
The programme required significant stakeholder engagement, clear governance and rapid implementation within demanding timescales.
Approach
I led the development and implementation of the new partnership brand, helping translate a complex organisational change into a practical and sustainable identity system.
My role included:
• Managing the design and development of the Greater Manchester Integrated Care Partnership logo, brand identity and rollout, including comprehensive brand guidelines covering visual identity, tone of voice, templates and application across system and locality partners.
• Designing and rolling out practical toolkits and templates to support adoption across the partnership.
• Delivering brand workshops for senior leaders and stakeholders across Greater Manchester.
• Acting as brand guardian, providing ongoing advice and governance to ensure consistent application.
• Evolving the guidance and supporting materials as the Integrated Care System developed and new programmes emerged.
Outcome
The brand was successfully implemented across one of England's largest Integrated Care Systems, with all key partner organisations adopting it and acknowledging their role in maintaining a consistent identity across the system.
Senior leaders and stakeholders fed back that the brand guidelines clearly explained the complex structural changes underway. A diagram I developed to map that complexity was independently requested by multiple localities for inclusion in their own plans.
The first phase of the brand rollout was delivered within 12 weeks and without an allocated budget. Working alongside the Associate Director, I led the design work and creative direction throughout. The brand remains in active use today.
A brand that sticks isn't just well designed; it's well explained, well governed and built with the people who need to use it.