Creating a modern, bold new brand identity for the Royal College of Anaesthetists.
The Royal College of Anaesthetists (RCoA) is the professional body representing the specialty throughout the UK. Within the NHS, anaesthesia is the largest hospital body speciality. Granted its charter in 1992, the RCoA is one of the most recent medical royal colleges, with members working at the cutting edge of healthcare and technology. During 2016 the RCoA embarked on a review of its positioning, brand strategy and visual identity. Managed by Fabrik.
At the heart of the brand review was uncovering precisely what type of organisation the RCoA wanted to be. And making the case for change, to ensure its stakeholders were part of that journey. To achieve this we mapped out the tangible and emotional territory the RCoA brand occupies. Research, analysis of documentation, meetings, workshops and one to one interviews led us to some interested conclusions. While our aim was to raise the aspirations of RCoA fellows, members, staff and stakeholders and feed their input into the brand strategy.
Fabrik positioned the RCoA as the leading authority on the science and practice of anaesthesia. A modern, forward-thinking, organisation with substance, that plays a central role in the future of healthcare, in the UK and overseas. We devised a personality for the College that spanned expertise through to ambition, and created a reassuring and inclusive tone of voice.
The symbol is primarily based on a capital A that forms a bold and directional pinnacle. The standalone peak reflects ambition, the pursuit of excellence and a forward-thinking nature. It also contains a graphic device inspired by the relationship between a patient and anaesthetist. Capturing their vital role in healthcare, supportive and always by the patients side.
The brand toolkit was created with in-house implementation in mind, and covers the essential brand assets basics, along with design templates for screen and print-based application. The document captures the essence of the newly created brand, and provides the RCoA with a means to produce engaging and informative communications for years to come.
Fabrik Brands —
Fabrik adds industry to creativity. A hands-on place, where everyone works on the factory floor, we focus on quality and craftsmanship. Proud of our bias towards making things, rather than talking about things, we welcome visitors to our design facility. Get in touch to arrange a tour…
We’re unusual because we weigh strategy and creativity in equal measure. We explore, we ask, we listen and we audit. Remaining objective throughout, we unearth insights that lead to informed and inspired brand strategies.
— Focus Groups
— Brand Vision
To us branding is about more than just a logo. Fabrik builds the complete brand, combining shapes, colours, imagery and tone of voice to powerful effect. Covering all media and touchpoint between the brand and its stakeholders.
— Brand Marks
— Concept Design
— Tone of Voice
— Visual Identity
— Verbal Identity
Remember when digital media was called ‘New Media’? Those days are gone, but here at Fabrik we’re always looking for new ways to bring creativity to digital. From mobile to desktop, we create opportunities for two-way dialogue.
— Digital Strategy
— Responsive Design
— Site Development
— User Experience
— Social Integration
— Digital Campaigns
— Site Architecture
— Content Creation
— Content Marketing
Here at Fabrik we believe naming is too important to be relegated to bit-part status in the branding process. A name can make or break a brand. Good names get noticed, talked about and remembered. We can help you find that name.
— Naming Structure
— Company Names
— Name Generation
— Product Names
— Domain Checking
— Campaign Names
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