South East London Integrated Care System

Supporting NHS’s designs on driving health equality in South East London.

We’ve been proud to have the NHS on our client roster for over a decade and we were delighted to win a competitive tender to deliver a major body of high-level creative work for ‘Our Healthier South East London’ (OHSEL), now South East London Integrated Care System (ICS). South East London ICS is a partnership of health and care organisations looking after the health of some 1.9 million residents in the region.

Key objectives: 

  • Brand development for the South East London ICS – to support goals and reducing health inequalities.
  • Creation and delivery of multi-channel communications, across printed and digital touch points.

Summary of challenges:

As an organisation consisting of stakeholders across a complex organisational structure and serving an extremely diverse resident profile, the South East London ICS creative outputs needed to be cross-functional, effectively engaging for internal stakeholders and external resident audiences.

The positive outcomes, at a glance

  • New branding for the South East London ICS successfully designed and launched.
  • Comprehensive brand guidelines and extensive suite of templates created to support successful and consistent roll-out.
  • New website designed, developed, and adapted to serve two distinct audiences: 1. Partners, staff & stakeholders; and 2. Residents.

Making it better: Elevating engagement through insight-driven communications.

The creative and client strategy team at Ruddocks worked closely with South London ICS’s communications teams and data validation partners, holding discovery sessions across the organisation to better understand their objectives and absorb findings from commissioned focus groups, together with chairing weekly project management meetings.  

Our approach was immersive and adaptive, resulting in the successful creation of striking branding and the development of a consistent visual tone, utilising relatable imagery. This articulated the spirit and diversity of the community and formed the creative backbone of a full suite of value-driven engagement collateral.

A creative digital treatment that delivered results.

Digital transformation was high on the agenda to ensure the work of the South East London ICS was widely communicated and told in the context of the area, the residents and the difference working together made.

We were tasked with a complete website rebuild, and this went way beyond aesthetics. At the heart of our solution was the creation of a digital presence, which embraced the evolving way staff and residents accessed information.

Successfully delivering on our strategy

To successfully deliver on our strategy, we provided end-to-end support throughout the build, addressing all areas including:


The design was completely reimagined, applying a fresh new feel in line with the overarching brand voice we’d created.

User experience

Functionality, navigation and written content were all improved to provide an inclusive online platform designed to better serve the needs of users.

Later in the project, our responsiveness was further demonstrated when the original scope was extended to dual audiences, resulting in the creation of two versions of the core website. The entire front end of the site was re-configured to meet the differing needs of two distinct audiences; 1. residents and partners and 2. ICS staff and the Integrated Care Board (ICB).

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