Patchwork
Designing a flexible, uplifting identity for a healthtech brand reshaping NHS staffing.
About the project
Client:
Patchwork Health
Client type:
Health Tech
Scope:
Identity & Systems
Illustration
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Patchwork is a pioneering platform helping NHS organisations manage temporary staffing more effectively. Co-founded by NHS clinicians, it empowers over 40,000 healthcare workers across 56 UK organisations through its flexible, tech-enabled solution.
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Patchwork’s brand needed to evolve to reflect its growth and differentiate it from competitors. The goal was to create a visual identity that communicated the simplicity, optimism and people-first nature of the platform — designed by people who care, for people who care.
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Patchwork was a client of the London brand consultancy Naked Ideas. In my part-time role as Head of Brand, I led the development of the visual identity following the studio’s strategy work. The system centres on a looping thread that begins in the ‘P’ of the logo and connects across key brand touchpoints. A mint lead colour provides standout in the healthtech space, with a vibrant supporting palette and optimistic photography adding warmth and energy.
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The refreshed identity clearly reflects Patchwork’s mission and ethos, and provides the internal team with a flexible visual system that supports communication across print and digital. The thread device and colour palette have become signature elements in reinforcing the brand’s values and positioning.
What it was like working together
“Jenny has worked with Naked Ideas on a number of exciting creative projects over recent years. She’s extremely creative and her work is truly standout. I can’t recommend her highly enough. She’s a great person to have around the office too!!”