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Shrewsbury and Telford Hospital

Developing an internal brand for NHS

The Shrewsbury and Telford Hospital NHS Trust (SaTH) is the main provider of acute hospital services for Shropshire, Telford & Wrekin, and Mid Wales. The main service locations of the Trust include the Princess Royal Hospital in Telford and the Royal Shrewsbury Hospital in Shrewsbury.

Commissioned to assist in a comprehensive branding project, we designed a new corporate identity and a range of marketing materials that would be used both internally and externally.


We immerse ourselves in your world.

SaTH Chief Executive, Louise Barnett, set out a new vision for the Trust which required assistance in the creation of creative and conceptual artwork to visually represent their values. With this objective in mind, we were approached by the Trust to create four core values that could be visualised through a set of bespoke icons – all of which needed to align with official NHS Brand Guidelines.



We collaborate creatively.


Initially, the Trust approached us with a set of predetermined values, Caring, Ambitious, Reliable and Collaborative (CARC), which our Design team developed early visual concepts for.

Following numerous discussions and exchanging of ideas with experienced members of the Reech team, the Trust went on an internal journey and decided that new values were required. Supporting the directional change, we helped to reimagine four new values – Partnering, Ambitious, Caring and Trusted – which, by design, combine to form the appropriate acronym ‘PACT’. With the corporate values agreed upon, our attention then turned to the visual design.

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The meaning of P.A.C.T

Inspired by the idea of building blocks coming together to represent the unity of the Trust, the PACT logo is unique in design. Whilst uniform in their appearance, each of the letter icons has been cleverly designed to be used as a standalone asset. Each value logo represents the SaTH brand individually to offer the Trust ultimate flexibility, whilst remaining visually consistent with one another when used in a suite.

““The team at Reech are great listeners. They understood exactly what we were trying to achieve and I can’t praise their attention to detail highly enough. Patient, efficient and creative, nothing was too much trouble.””
Samuel Parker SaTH
Colour Palette

To symbolise strength and authority, a bold and bright colour palette was selected over weaker, pastel shades. For maximum impact, each letter of the P.A.C.T logo features a different accent colour. When used together, the colours contrast against one another to captivate the attention of the reader.

Typography: Museo Sans

Once finalised, we created a brand book that clearly presented an overview of the new ‘PACT’ values to ensure any internal use of the logos would align with our formal guidelines. With a strong corporate identity now in place, our Design team’s attention then turned to the rollout of the brand across a myriad of external and internal marketing touchpoints.

Bespoke outputs from this stage in the design process included the creation of new corporate stationery (including business cards and letterhead), a bi-fold leaflet, and a magazine to communicate news from the Trust.


As part of this comprehensive branding project, our Studio team created a range of email headers and signature designs to ensure their new PACT branding remained consistent across all digital communication channels.

We also developed a series of branded PowerPoint slide templates for commercial use. Going forward, the Trust will be able to keep all internal and external presentations in line with their brand guidelines.

Nurse in Hospital | Reech


We don’t just focus on the numbers.

The P.A.C.T. corporate values and supporting branding materials give the Trust a sense of direction and will set the tone for how the organisation interacts with people living in Shropshire, Telford & Wrekin, and Mid Wales going forward. As a Trust that strives to provide quality and safe care, the values will help to shape all internal decision-making, behaviour, and communications in the future.