Vitality Works — NHS GP Practice
Making a resilience programme clearer, more accessible and easier to engage with
Vitality Works was an NHS GP practice delivering a resilience programme designed to support patients and the wider public through a practical 10-step approach to wellbeing and resilience.
The challenge was to create a communication experience that felt credible and professional, while still being approachable, accessible and easy to understand.
Health and wellbeing information can often feel overly clinical or difficult to engage with. For Vitality Works, the focus was therefore not simply on how the programme looked, but on how people would experience and use it.
The challenge
Vitality Works needed a clear and consistent way to communicate its 10-step resilience programme across a number of touchpoints.
The programme had to work for both patients and members of the public, so the communication needed to balance professionalism with warmth and accessibility.
It also needed to feel coherent across printed materials, while remaining flexible enough to support future applications.
A separate B2B version of the programme was also being considered, making adaptability an important part of the overall approach.
The strategic approach
The work focused on three core principles:
- clarity
- accessibility
- consistency
The aim was to make the resilience programme easier to understand, easier to navigate and easier to engage with, while retaining the credibility expected within an NHS healthcare setting.
The structure and visual language were developed to support the content rather than compete with it.
The project was approached as a communication system rather than a collection of individual design assets, with each touchpoint working together to create a more coherent user experience.
The response
A clear and consistent visual system was developed to support the programme across its public-facing materials.
The work included:
- 10-step resilience programme booklet series
- Health Journal
- Visual identity and brand guidelines
- Stationery
- Social media system
The booklet and health journal became the main communication tools for the programme, helping translate the resilience content into a format that could be used by both patients and the wider public.
Supporting materials were designed to maintain consistency and reinforce the overall experience of the programme.
The visual approach was designed to make information feel structured, approachable and easy to follow.
Consistency across layout, typography, colour and supporting elements helped create a recognisable system that could guide users through the programme without overwhelming them.
The result was a communication framework that supported both the practical content and the wider purpose of the programme.
The outcome
Vitality Works was developed into a coherent public-facing programme with a consistent communication system across its core materials.
The work also created a foundation that extended into a separate B2B proposition, which was being explored before the service was retired.
Decode
Understanding the audience, the communication challenge and the points of friction within the experience.
For Vitality Works, this meant identifying how a resilience programme could remain credible while becoming more accessible and engaging for patients and the wider public.
Distil
Turning that understanding into a clear, coherent and usable communication system.
For Vitality Works, this meant creating consistency across the programme materials and ensuring the content could be experienced in a simple, structured and approachable way.
How this reflects the Ampersans approach
This project demonstrates the kind of strategic communication thinking that sits at the core of Ampersans today.
Client
Vitality Works
Discipline
Strategic Communication · Information Design · Visual Systems