Lambeth Together is a hugely ambitious project that will change the way health and social care services are delivered across the London borough of Lambeth for years to come. The project will see Lambeth Council, NHS Lambeth, Lambeth Clinical Commissioning Group (CCG), voluntary sector groups and community organisations working much closer together to improve services and outcomes for local people.
Whatever Design were commissioned to develop a new brand identity and supporting assets for Lambeth Together. It was made clear from the start that an important part of the project would be to deliver a collaborative, digital co-production exercise to give any interested party an opportunity to be involved in the development of the brand.
By combining qualitative (stakeholder workshop) and quantitative (online brand survey) techniques, our Discovery Phase obtained a deep and comprehensive understanding of the requirements for the Lambeth Together brand identity. To help explore what personality we wanted to project in the Lambeth Together brand, we conducted a key stakeholder workshop where participants were invited to play a game based on archetypes. The word ‘archetype’ has its origins in ancient Greek; roughly translated it means ‘original pattern’. The psychologist Carl Jung used the concept of archetypes in his theory of the human psyche. He defined 12 primary archetypes that represent the range of basic human motivations. These 12 archetypes are now used by branding strategists to help organisations define their brand personalities. This exercise revealed that there are four dominant brand archetypes for Lambeth Together: The Hero, The Creator, The Citizen and The Caregiver.
The Final result
