GP Pathfinder Clinic is a trailblazing NHS organization revolutionizing primary care in North-West London. The practice has rapidly expanded to serve over 95,000 patients across five sites, becoming one of England's largest primary care practices.
The mission of GP Pathfinder Clinic is to deliver exceptional, patient-centered healthcare by seamlessly integrating cutting-edge technology with traditional medical expertise. This approach empowers patients, supports healthcare professionals, and establishes new standards for efficiency and quality in NHS primary care delivery.
Our project involves redesigning the corporate website for GP Pathfinder Clinics. The audience for this side of the business, rather than being for patients, is directed towards [...]. This required a new branding strategy that reflects a professional and corporate identity, while also anchoring to the NHS brand identity, signifying their close affiliation with NHS care.
The goal was to create a sophisticated and cohesive online presence that effectively communicates the practice’s values and technological prowess while highlighting its integral role within the NHS framework.
A gradient featuring the secondary colors from the NHS palette became a foundational element of the branding, adding depth and visual interest while maintaining a connection to the established NHS identity.
The font, Sen, was chosen as a friendly and simple, yet sophisticated representation of this corporate site. Following this look & feel, rounded corners on images and graphic motifs were incorporated to create a welcoming and approachable aesthetic.
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