Integrated care partnerships are organisations that meet health and care needs across a specific area. These partnerships coordinate services which improves population health and reduces inequalities. Lancashire and South Cumbria required new identities for each of the four regions which would strike the right balance between brand uniformity and distinguished individuality.

Firstly we conducted brand workshops with representatives of each area, discussing the possibilities of a ‘common thread’ to the visual identity. One approach, which was widely favoured by the communications teams, was to use regional specific landmarks as graphics for the identity, these would then be used as footers on templates and on printed marketing collateral. To support these landmark icons we used a brush stroke, this symbolised the freedom and energy of the Lancashire and South Cumbria areas and created a very strong visual style.