Changing the face of GPs in the North West

With over 30's GP practices serving communities across the North West of England, SSP's previous branding and website didn't perform well with its outdated design and build. Despite its strong reputation for quality care, SSP recognised the need to modernise its brand identity to better reflect its values, services, and commitment to patient-centric care, ensuring it resonated with patients, staff, and stakeholders across the diverse communities served by SSP Health.

The visual identity was refreshed to modernise SSP's brand image while preserving its legacy. We crafted new logo, punchy colour palette, clean typography, and extended design assets were introduced, reflecting the group's progressive approach and commitment to innovation within the NHS. The group aimed to differentiate itself in a competitive healthcare landscape while maintaining trust and continuity of care for existing patients.

The messaging strategy focused on communicating SSP's patient-centric approach to NHS healthcare. Clear and empathetic language emphasised the group's dedication to understanding patients' needs, providing holistic care, and fostering long-term relationships.

A major part of the brief was to adhere to NHS's strict accessibility guidelines, meeting the diverse needs of SSP's patient population. This involved making sure the website was compliant with Web Content Accessibility Guidelines (WCAG) AA standards to guarantee their website's accessibility across all fronts: perceivability, operability, understandability, and robustness. Leveraging the Axe Accessibility Testing Tools, we conducted a comprehensive website audit, pinpointing existing issues and providing actionable guidelines for resolution—an instrumental step in our process. Through a meticulous series of interactive and intelligent guided tests, encompassing keyboard interaction, modal dialogues, interactive elements, page structure, images, forms, colour contras, font sizes, and extensive research into accessibility best practices, we achieved our objective of achieving a fully accessible website for SSP Health.