Moorfields Eye Hospital

From a familiar name to a global leader


Gold Transform 2020 Award:

Best visual identity from the healthcare sector

What was keeping them awake at night?

Moorfields has a global reputation in eye health.

Yet its sprawling range of utterly differently branded operations, (from NHS care around the UK to research institutes and private international provision), stopped it from benefitting from the full power of it’s collective strengths.

This hindered fundraising for ‘big ticket science’ and a new research centre, as well as holding back its education arm, fuelling tensions between its NHS and private care arms.

How we helped

We built a unifying brand to assert Moorfields role as the world leading experts in eye care.

We worked from the ground up to define each individual operation’s brand messages. Having wanted to keep their separate brands, each organisation felt a powerful sense of shared purpose and desire to draw on their united strengths

Each partner is now united behind one brand. Inspired by the visual potential of the eye, the iris represents the collective collaboration, community and individual strength that drive Moorfields’ work to advance excellence in eye care.

A mark of success is that senior colleagues from across the organisation find the new brand to be professional, crisp, clean and clear

Jo Moss, Director of Strategy