Wirral University Teaching Hospital NHS FT – Vision and Values



Cube were commissioned to support the Trust throughout a period of change. This would require engagement with staff across numerous sites, as well as with patients, family, friends, and other local care organisations and providers.

The purpose of the project was to begin to understand people’s perceptions of the Trust as a care provider and as an employer. These insights would then be used to help to form a new vision and values for the organisation that were relevant, clear, and understandable.


The work took place during the early part of 2019 and included a period of research and engagement.

The Cube team developed a strategy for this engagement that ran over all of the Trust sites for a 14-day period, including weekends. We engaged with over 2,000 people with questionnaires and a further 3,000 people via an online survey. We also ran a series of workshops with attendees from different departments across the hospital, including attendees from the Trust Executive Team.

Following the engagement period, we ran focus groups with guests invited from the initial sessions. During these groups, we discussed the insights and started to form ideas around the key questions of ‘who we are’ and ‘what do we do’.

These focus groups, along with the previous Trust wide engagement sessions, helped us to form words that resonated and ‘meant something’ to everyone involved.


This engagement work helped to shape the vision and the values for the organisation which was then tested and voted upon. The final statement of intent was:

“Together at Wirral University Teaching Hospitals NHS Foundation Trust, we will be caring to everyone that we come into contact with, we will have respect for everyone, we will embrace teamwork and we will be committed to improvements.”

We took the new vision and values, as well as the new Trust behaviours, and developed a strong and purposeful identity for the Trust. This identity represented the vision and the values and delivered them in a graphical manner, which had impact, meaning and relevancy for everyone who encountered it.

The new visual identity was then rolled out into many areas with the aim of being as visible as possible, making a big impact as a statement of intent. This new visual style is now beginning to make a positive difference to the way in which staff and patients interact within the organisation.

If you would like more information about Cube’s approach to supporting organisations develop their vision and values through research and creative then please call Mark Frith at Cube Creative on 0161 920 0011 or email Cube Creative.

WUTH - Together we can NHS
WUTH - Together we can NHS
WUTH - Together we can NHS

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