top of page

The Princess Alexandra Hospital

Refreshed visual identity for NHS hospital in Essex

For over 55 years The Princess Alexandra Hospital NHS Trust has provided a full range of services for the people of West Essex and East Hertfordshire. Since the hospital first opened its doors, the site has grown organically with many additions and extensions.


The Trust has embarked on a journey of significant transformation and improvement to successfully deliver their vision to provide modern, integrated and outstanding care for a growing and ageing population. This includes plans for a brand new hospital on a greenfield site.

We are working with the communications team at The Trust to develop a more flexible and dynamic visual identity that reflects this vision, putting their people at its heart.

This takes the form of a bold new visual toolkit to coherently communicate the different elements that make up the hospital’s major transformation programme. The toolkit includes a vibrant set of portraits of members of the hospital team, new graphic devices and a suite of icons based on a circle, and a more rigorous implementation of the NHS fonts and colours.


The toolkit is adapted across communications materials, from a dedicated website which updates the public on plans for the new hospital to easy-to-use templates for staff, and large-scale environmental graphics in the new spaces.

The Princess Alexandra 
Hospital NHS Trust

Julia Woollams
Syd Hausmann
Gary Brindley
Joanne Millward 

Communications lead
Jill Hogan

Brand photography
Gemma Day
Louise Haywood-Schiefer

Web design
Step 3

bottom of page