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More than two million consumers access NHS Direct every month, relying on its 24 hour service to provide advice or information on health care and medical conditions, but there still remains widespread confusion about its role and services.

Launched ten years ago, NHS Direct initially comprised a telephone health line but later an authoritative health website was added to the service. Four years ago, NHS Direct digital TV was introduced. It is now one of the largest interactive services in the country.

The rapid growth and changes within the organisation had also impacted staff. Morale was low and there was a need to re-engage with NHS Direct employees and boost customer awareness of the services on offer.

The Central Office of Information (COI) appointed Leeds-based brand communications agency Thompson Brand Partners in January, following a four-way pitch.

Thryth Jarvis, marketing director at Thompson Brand Partners, explains: 'NHS Direct has had a lot of internal changes since it was founded ten years ago. We had to establish a new brand that would unite all stakeholders. It needed to boost morale among internal stakeholders and reconnect with external stakeholders - the patients.'

It was important that the new brand clearly positioned NHS Direct within the National Health Service but was, at the same time, very much its own identity.

The agency underwent a detailed strategic review of the old branding and identity, conducting a series of intensive interviews with internal and external stakeholders.

This revealed that the old brand, according to Jarvis, was 'too disparate' and failed to communicate the essence of the service. She adds: 'The fact is that NHS Direct is very accessible. It has an internet service, a phone service, a successful digital service.'

The new brand identity features the existing logo and an iconic blue balloon, which conveys the message that the service is available to everybody. It uses the strap line We're here, which was a very clear message that emerged from the strategic review.

Jarvis adds: 'The blue balloon floats around. It is omnipresent.'

Creative director Ian Thompson explains: 'A balloon is the perfect carrier for our message. It is optimistic, honest and approachable. Above all, a blue balloon is simple and iconic and works to get across the message that NHS Direct is everywhere.'

Thompson Brand Partners also created a series of photographs of strong people going about their lives, such as young women on a night out and youths kicking around a football. These photographs contain the balloon and NHS Direct branding. 'They show that these people are comfortable with NHS Direct,' explains Jarvis. 'It is always here for people to use whenever they would like.'

The supporting message accompanying the identity is:

For life's little health emergencies.

For help making the right choices.

For health advice, right now.

For reassurance, 24 hours a day.

Matt Tee, chief executive at NHS Direct, adds: 'We have the knowledge and experience to give people help and reassurance, and Thompson have created a powerful vehicle to reflect our presence.' 

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