Working closely with NHS Gender Identity Development Service to create a brand identity. The aim was to appeal to and engage young people who are experiencing difficulties in the development of their gender identity, as well as the parents of young children who seek out a referral to the service. Whilst the brand identity still had to feel part of the NHS T&P’s brand, it also had to stand on its own two feet.

Meeting with users of the service was key to helping make sure the new brand best represented what GIDS offer, while allowing the new brand to reach more young people and parents who could need support from GIDS.

The end result focused on ‘what makes us’ and looked at reconstructing DNA for the ‘I’ in GIDS. Creating different ways to simplify the ‘DNA’ design and use the ‘dots’ to represent other meanings; such as support and collaboration (people coming together). This approach combined with a bright use of type, colours, iconography and photography to create an engaging brand young people would like to access.

Developed guidelines to ensure clear and consistent creative, as well as showcasing a flexible approach to use across all print and digital – including applying this new look and feel into a clean and functional website.