NHS Institute - Case Study

Intro photo

NHS Institute drive best-practice across the NHS with The Fuel

Annie Taylor – Head of Marketing and Communication


The NHS Institute for Innovation and Improvement (NHS Institute) focused on improving healthcare and patient outcomes for the NHS. Established in July 2005, it has supported the transformation of the NHS, with the aim to drive innovation and improvement across many aspects of patient care and supporting services, whilst promoting the adoption of best practice.

The Challenge

Annie Taylor, former Head of Marketing and Communication at NHS Institute explains, “We were tasked with enabling and supporting the NHS as it sought to transform health and healthcare for patients through a strategy of creating inventive, clinically-led and tested practical ideas which build skills and capability for continuous improvement”, going on to say, “Our role was to provide accessible resources and guidance to help the wider NHS implement change, improvement and transformation in a consistent manner.”

Developing complex documentation, materials and reports requires significant cooperation. “Collaborating across the NHS and beyond can be challenging, meaning that we sometimes have complex sign-off procedures combined with tight production schedules,” comments Annie, “Working with the right kind of production company was critical to keeping to our commitments.”

The Fuel’s design team have a good knowledge of implementing identity guidelines and we developed trust in their ability.

We were impressed by The Fuel’s responsiveness and ability to seamlessly collaborate with our people and workflow.

The Solution

Because of the dynamic nature and scope of the publications developed by the NHS Institute finding the right branding and design services that could respond rapidly and deliver reliably was a key consideration. Annie explained “We selected The Fuel because of their extensive experience in Public Sector and their practical and effective also approach to creating the right design solutions, and we were impressed by their responsiveness and ability to seamlessly collaborate with our people and workflow.”

With over 600 NHS Institute publications created since 2005, maintaining adherence to corporate guidelines is a perpetual challenge. “The Fuel design team have a deep knowledge of implementing identity guidelines and we have developed great trust in their ability,” Annie commented, “being able to successfully interpret and apply our corporate identity guidelines allowed us to reduce production time significantly on some projects.”

Strong account management is a central principle at The Fuel – it even influenced the choice of company name. Every client is assigned a production account manager, who becomes the active channel between the client organisation and the The Fuel team. “Our relationship with The Fuel evolved,” says Annie, “I firmly believe that their active account management principals saved us significant time and money over the years. I specifically remember the team working over a Christmas week to meet one of our impossible deadlines; and that’s really going the extra mile.”

Annie concludes, “The Fuel became a trusted business partner and actively helped us to deliver on our promise to provide world-class, accessible resources and guidance that continues to transform the NHS for the better.”

The Fuel’s active account management principals saved us both time and money.


The Fuel became a trusted business partner and actively helped the NHS Institute deliver on its promises.

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