Case study

A word from Rebecca Aslett, Corporate marketing manager at HFMA: “The team at Epigram have done a superb job of refreshing our brand and bringing cohesion to our work. We’ve also been impressed with the speed at which they’ve been able to turn things around for us, without compromising the standard of work produced. In finding a new agency to support us in our brand refresh I was also looking for an agency that we could build an ongoing relationship with. I hoped that we’d be able to challenge, as well as trust, each other; I definitely feel we’ve found this with Epigram.”

Healthcare Financial Management Association

The HFMA has a unique place as a trusted adviser to its 13,000+ members across the UK. We were asked to update the branding to reflect the organisation’s status as a professional body, promoting the highest standards in healthcare finance and governance. Analysing the existing branding (shown above), we sought to create a more defined and sophisticated identity in order to unite materials, provide a more impactful look and help raise the profile of the HFMA to appeal to a wider audience.

A distinctive identity. Epigram helped to create an identity that is centred around a circle, which lies at the heart of the HFMA brand. We devised a clear, simple illustrative style which works effectively across all media; and reflects HFMA’s proactive and confident stance as the voice of healthcare finance. The new identity works across the organisation’s wide range of materials and services, and is flexible enough to be applied as new offerings are evolved.

Colourful, clear and consistent. We designed a system to work across the HFMA networks, faculties and products through consistent use of key elements across formats and a suite of bespoke ‘identifiers’ to help label items. HFMA materials are now clearer and more engaging than before, while reflecting the gravitas of the organisation, its membership and its combined influence.

Learning to be better. The HFMA is the only professional body in the UK dedicated to setting and promoting the highest standards in financial management and governance in healthcare. As part of equipping NHS staff for the challenges that modern healthcare delivery brings, the HFMA have launched a masters-level qualification in healthcare business and finance. Working within the new brand, we developed a distinctive visual theme for the prospectus and marketing materials to support the launch.

Engaging events. Conferences and events are a crucial part of the HFMA’s activities in helping to share and encourage best practice and bring healthcare finance professionals together. The more colourful, vibrant branding helps make exhibition stands and materials stand out from the crowd.