Branding – CNWL NHS Trust

Project Info

Client Central and North West London NHS Trust
Skills Branding

Project Description

Wrapping a new culture of safety, compassion, accountability, reflection, and fairness (SCARF) around an NHS Trust

The brief:

A major programme of strategy, communication and engagement was required to embed Central and North West London NHS Trust’s (CNWL) pioneering interpretation of Sidney Dekker’s Restorative Just Culture across the Trust. CNWL appointed Woodreed as their strategic partners to develop and deliver it.

The solution:

Working hand in hand with our clients, we set about making CNWL’s ambition a reality.  You name it, Woodreed delivered it. Naming the programme and creating its branding. Facilitating workshops to develop behaviours to help live and lead a culture in line with SCARF. Seamlessly weaving those behaviours into the long-established values and behavioural framework, so SCARF could become central to the way things are done at CNWL.

Working with stakeholders right across the Trust at all levels to win hearts and minds. Creating training tools and presentations. Creating engaging animations and long and short form films. We’ve even created a unique online interactive ‘garden’ which lets people explore SCARF content in a way that is exciting, engaging and totally new.

Watch the animation here

The results:

When Client and Agency work in a way that is truly collaborative magic happens, anything is possible. Mutual trust allowed us all to challenge without conflict and continually improve all our work. What started as a kernel of an idea has grown into something so special, so impactful and so important for the Trust and the people they care for. It will leave an indelible mark upon the Trust and its people.

Thank you so much to the team at Woodreed for all the support, laughter, challenge and kindness you have shown us over the last year. Working with you continues to be wonderful, creative and refreshing. You have gone above and beyond – for which I am so grateful

Syena Skinner, Assistant Director