The Challenge

The UK’s National Health Service is struggling. General Practitioners (GPs) work excessively and have insufficient staff, causing frustration among patients due to the overwhelming demand. Into this mess stepped General Practice Alliance (GPA), a private healthcare provider with a bold vision of transforming primary care through an innovative federated model. GPA faced a thorny challenge: How could a private company convince the public that it aimed to support, not supplant, the beloved NHS? And how does it convince GPs to join its federated network?

The Work

We assisted GPA in crafting a clear brand strategy that communicated their essential services. We held workshops with key stakeholders to define GPA’s primary goal: helping people lead healthier lives. This work translated into concise purpose, mission and vision statements, positioning GPA as a valuable ally for both GPs and the public. With the brand strategy in place, we developed a bold visual identity. GPA’s design stands out by using vibrant colours and modern images instead of cliche medical symbols.

The Outcome

GPA has quadrupled its staff and expanded its federation of GPs to over 18 partners in just one year. The brand strategy process helped GPA simplify their message. As a result, their staff now feel confident about sharing their message at events and on social media. The team is proud of their visual brand, which has energised them because it makes them stand out.

General Practice Alliance

Brand Strategy

General Practice Alliance (GPA) is a GP Federation and NHS Provider based in Northampton. They were formed in 2014 with the vision to make a difference to patient care, providing a greater range of services at scale. The project’s goal was to craft a brand strategy to help GPA grow their business, and create a visual identity they feel confident using.