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A young woman with a serious expression looking directly at the camera, used as the hero image for the Violence Reduction Programme London brand identity and campaign design case study by Julie Nicholls

Violence Reduction Programme London

A bold approach for a serious cause

• Logo design
• Brand guidelines
• Report design & artwork
• Newsletter design
• Presentation templates
• Social media design
• Icon design

From blank page to bold brand

The NHS Violence Reduction Programme London was set up to provide a coordinated regional health response to serious youth violence across the capital. When the brief came in there was no defined direction, just a clear need for an identity that would demand attention, reflect the gravity of the subject matter, and work across a wide range of audiences and formats.

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Working on behalf of Verve Communications, I developed the concept from scratch. The creative challenge was to produce something bold and distinctive while staying within NHS brand guidelines. The answer was an identity built around jarring colour combinations and heavy typography, deliberately unsettling in a way that felt appropriate to the subject, but controlled enough to sit credibly within an NHS context.

Primary logo for the NHS London Violence Reduction Programme, featuring bold typography and jarring colour combinations, designed by Julie Nicholls
Sub-brand logos for the NHS London Violence Reduction Programme including the Violence Reduction Academy identity, designed by Julie Nicholls

The identity needed to flex across a significant range of applications. As well as the core brand I developed a secondary identity for the Violence Reduction Academy, a partnership initiative focused on training NHS staff and sharing best practice across community and hospital settings. Both identities needed to feel part of the same family while being clearly distinct.

✎ Campaign image library

Selection of youth-focused photography from the image library created for the NHS London Violence Reduction Programme, showing diverse young people in urban settings

✎ Infographic styling

Infographic created for the NHS London Violence Reduction Programme, highlighting average age of young person attending hospital with a stab wound in London. Features large number 19 created in jarring campaign font against red background.

The outcome

Since launch the brand has been rolled out across reports, white papers, digital newsletters, presentation templates and social media. I also developed a suite of icons for use across digital platforms including the programme's eNewsletter. The aim throughout was to give the team a comprehensive set of assets they could use independently to keep everything consistent as the programme grew.

✎ Reports

Violence-reduction-report-2-spreads.jpg
Violence-reduction-report-spreads.jpg

✎ Digital newsletter template

Digital newsletter design for the NHS London Violence Reduction Programme showing the brand identity applied to an email format, by Julie Nicholls
Row of custom icons designed for use across NHS London Violence Reduction Programme digital platforms including the programme eNewsletter, by Julie Nicholls

✎ Powerpoint templates

PowerPoint and presentation template designs for the NHS London Violence Reduction Programme showing the brand applied to internal communications, by Julie Nicholls
Suite of social media post designs for the NHS London Violence Reduction Programme showing bold typography and campaign photography, by Julie Nicholls

✎ Social post templates

Series of social media posts for the Violence Reduction Academy sub-brand, designed as part of the wider NHS London Violence Reduction Programme identity by Julie Nicholls

✎ Social post templates for Violence Reduction Academy

You should do this designing lark for a living! This work is outstanding as ever and really captures what we were looking for. Bold and ballsy."

Janice Muir, Verve Communications

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