NHS Somerset, Somerset Council and local Voluntary, Community and Social Enterprises (VCSE’s)
Our Somerset.
Branding and Visual Identity
Our Somerset is the shared identity for NHS Somerset and care partners (Somerset Council and VCSEs) working together across Somerset - the Somerset Integrated Care System. It supports collaboration across health and care organisations, while keeping people at it’s heart.
As a public sector initiative, every design decision needed to balance purpose with value: a visual identity that felt professional and unifying, but never excessive.
The system should work across everything – from internal comms and digital campaigns to print publications and guidance materials – while being flexible and easy for colleagues to use, adapt and trust.
The Challenge
To develop a name and brand identity that would:
Feel people-first and community-led
Be practical and flexible for large-scale rollouts
Reflect NHS values and the NHS master brand
Avoid any perception of unnecessary cost or complexity
Be easy for designers and non-designers across the NHS to use
Evolve over time without losing coherence
The Approach
Starting with a clear naming strategy, “Our Somerset” was chosen to reflect shared ownership, partnership, and pride. The tagline ‘Together we care’ also reflects this, being warm, inclusive and open – anchored in the idea that health and care in Somerset is something we all shape, together.
The visual identity builds on this tone:
A clean, accessible design system that feels friendly but professional
Flexibility built into the core assets – colourways, type, layout patterns and illustration styles that can adapt to multiple uses
Practical guidance that empowers NHS teams to create consistent comms without relying heavily on designers
Space for campaigns, magazines, brochures and internal materials to feel distinctive yet connected
The Outcome
The result is a practical and human visual identity that supports a huge range of content and communication needs. It brings clarity and consistency to the way NHS Somerset and care partners show up together – while being flexible enough to grow and evolve.
Most importantly, it’s not just a design system—it’s a useful tool. It’s made for the people who use it every day, and it supports the bigger picture: better communication, collaboration and care across Somerset.
“I love it. It makes my heart sing!”
Charlotte Callen
Director of Communications, Engagement and Marketing, NHS Somerset