NHS Transformation Unit



The NHS’ Technology Transformation Unit (TU) wanted to establish a distinctive brand identity that would resonate with internal stakeholders and external partners across the healthcare industry. TU asked for Cube3’s support in researching, ideating and developing a compelling brand identity. This included the creation of robust brand guidelines and engaging literature that would effectively communicate TU's vision, values, and objectives.

Research and Ideation

We started the project by conducting in-depth research into TU's mission, target audience, and competitive landscape. This included interviewing stakeholders to understand perceptions and expectations, reviewing existing branding, and a wider analysis of the healthcare industry. Leveraging these insights, we facilitated collaborative brainstorming sessions and creative workshops with TU's leadership team and stakeholders. This enabled us to generate new ideas and concepts that align with TU's mission of ‘driving technology-enabled transformation within the NHS’.

Brand Development

Using our research and ideation sessions, we developed a new, comprehensive brand identity. This included choosing a distinct brand name, logo, colour palette, typography, and visual elements that convey TU's innovative approach and commitment to driving positive change in healthcare technology. We worked closely with TU's team to continuously refine the identity, ensuring alignment with their values and objectives. Through iterative feedback and revisions, we captured the essence of TU's mission and created a brand that resonates with both internal and external stakeholders.

Brand Guidelines and Literature

We developed robust brand guidelines that serve as a blueprint for maintaining consistency and integrity across all TU's communication and marketing materials. The guidelines outline rules for logo usage, colour schemes, typography, tone of voice, and imagery, providing clear direction for internal teams and external partners. In addition to brand guidelines, we created engaging literature and collateral to support TU's brand launch and ongoing engagement efforts. This includes brochures, presentations, website content, and internal communications materials that effectively communicate TU's value proposition, services, and achievements.

Go-to-Market Strategy

Collaborating with TU, we developed a comprehensive go-to-market strategy that outlines tactics for introducing the new brand. This included internal launch events, stakeholder engagement workshops, media outreach, and digital marketing campaigns to generate awareness and foster engagement.


  • TU successfully launched its new brand identity, establishing a strong and distinctive presence within the NHS and wider healthcare industry.
  • The brand guidelines provide clear direction for maintaining consistency across all communications, ensuring a cohesive and unified brand image.
  • Engaging literature and collateral effectively communicates TU's value proposition and achievements, fostering engagement with internal and external stakeholders.
  • The go-to-market strategy generated awareness and excitement around TU's brand, driving increased visibility and engagement within the healthcare community.
We understand that not all marketing performance challenges or opportunities come with clear solutions.
We’d be happy to informally chat things through with you to see if we can help bring the clarity you need.