Nuffield Health: Rebrand by Handsome Brands

Nuffield Health operates 31 private hospitals and 112 fitness and wellbeing lubs in the UK. However, In 2016, spontaneous brand awareness was low – not surprising as the brand at the time was very corporate, confusing and pretty uninspiring. Furthermore, as part of their strategy of connected health and wellbeing, Nuffield Health had acquired 31 Virgin Health gyms. These acquisitions were leaving a disjointed experience and for a brand that prides itself on a connected offer, the consumer reality was very disconnected.

Handsome Brands brief was to invigorate the brand language across all channels. Alongside developing the core brand, Handsome Brands spotted an opportunity within Nuffield Health Fitness and Wellbeing Clubs to develop sub-brands. These included brands for a new food and beverage offer, a cycle studio and mind and body studio - NuKitchen, NuCycle and NuSpace. Each environment has a distinctly different need state, and Handsome used customer insights around emotion and need states to develop the brand strategy, naming, visual identity and brand experience for all the new brands, uniting them around a new naming structure.

The 'Nu' sub-brands are more than just a logo. They are composed of a number of core elements that come together to create a distinctive look and feel to make them instantly recognisable, creating a distinctive competitive advantage for Nuffield Health.