Name and identity creation for high profile private hospital group
Spire Healthcare plc is the second largest provider of private healthcare in the United Kingdom. When BUPA Hospitals (the former hospitals division of private health insurance giant BUPA) determined its future was to be a separate entity owned by private equity, it needed a new name and corporate identity.
The brand values – integrity, aspiration, excellence, inclusion, accessibility and experience – inspired us to create the name ‘Spire Healthcare’, together with a range of brand expressions.
We created the distinctive new brand in a record three months to comply with the transfer of ownership timetable. Launch and roll-out included 170 pieces of literature and ongoing brand guardianship.
The identity is now established and has been well received by the public and staff alike.