Metro North
Hospital and
Health Service
Opportunity
Herston Health Precinct, located in Herston on the site with the Royal Brisbane and Women’s Hospital, had a problem in that, this significant health and education precinct was not being recognised for the community of professionals that resided on it. The various precinct partners, such as UQ, QUT, QIMR, the RBWH etc. were being wrapped up together under the banner of RBWH, rather than being seen as a wider collective of health, education and research partners. The Herston Health Precinct brand needed to find its voice in the industry and the community, but primarily the brand story for the precinct needed to be defined.
Solution
Through an intense stakeholder engagement program with precinct partners, Metro North, external industry and government stakeholders, patient representatives and local community groups, we were able to define a succinct and extremely strong brand story and positioning for the precinct. It was manifested in the name and overall visual identity, but more importantly in the changing attitudes and philosophy of the precinct partners as an integrated collective of like-minded professionals. A detailed brand guidelines document was developed, alongside a visual and verbal identity. Each of the precinct partners embraced the solution as their own and changed or enhanced the culture of the site and within their own organisations because of it. This was significantly due to their invaluable involvement from the start through the engagement program. We were not outsiders trying to tell them to be something they weren’t, we were enhancing what they already knew they wanted.
