Fraud in the NHS is costing in excess of £1.25b per year. It is an huge amount of money which could help increase NHS funds rather than line the pockets of criminals. To tackle this criminal activity was NHS Protect, but after internal research within the NHS, a name change was clearly needed. These changes to the organisations name and subsequent identity would have a negative impact on audience brand recall and we were tasked to deliver a plan and new visual identity for a re-brand launch.
The new name was the NHS Counter Fraud Authority (NHS CFA), and with the new name came a new mission, values and purpose statements, ‘to lead the NHS in protecting its resources by using intelligence to understand the nature of fraud risks, investigate serious and complex fraud, reduce its impact and drive improvements’. To support their new brand a strapline was also developed to give more reassurance in encouraging employees to report fraudulent activity. NHS Fraud. Spot it. Report it. Together we stop it.
To represent the complexity of the challenges they faced I created a segmented circle which reflected the multitude of areas fraudulent activity could surface and the levels of intelligence they go through to bring the suspect to justice. The segmented circle would be altered so no two circles were ever the same, this flexible graphic represented the need for the authority to be forever adapting and corresponding to its challenges in protecting the NHS and public money.
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