iDecide was developed by NHS England to help staff improve communication through informed decision-making and consent during labour. The challenge was to create a clear and accessible NHS brand identity and supporting communications for the toolkit.
The visual approach needed to help people feel informed, supported and empowered to make decisions about their care, while also being inclusive and sensitive to a wide range of cultural backgrounds.
Firstly we put together a co-production group consisting of pregnant women, their partners and renowned maternity professionals from within the NHS and private sectors. The feedback given by these groups provided valuable insight into the direction of the creative. As a result, calming greens was the preferred choice of colour whilst illustrations could be adapted to be more realistic of the scenarios being portrayed and to be more sympathetic to the culture/faith of its target audience.
The stylised ‘I’ represents the first letter of ‘iDecide’, supported by the subliminal message of a birthing person holding their child. Undoubtedly this logo, out of the three shown, was the preferred choice as it was visually attractive and non-binary. As we developed the brand this logo would also become a holding device which wrapped around the illustration, highlighting how important care, support and nurturing is to those people about to give birth.
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