The challenge was to create a fresh identity for an organisation operating within a complex and evolving healthcare landscape. The NHS is highly respected for its commitment to delivering exceptional care, but like many large systems, it faces the ongoing challenge of modernising its technology to meet changing demands. CoDE was created to complement this progress, providing a space where pioneering digital solutions can be explored and integrated into primary care. To support this ambition, Spindogs needed to craft a brand and website that positioned CoDE as a forward-thinking leader in healthcare technology, supporting innovation within the broader health system.
To define CoDE’s visual identity, Spindogs began a research phase off the back of a design meeting with stakeholders from CoDE, the main avenue of research delved into branding within the tech industry. By looking at companies such as OpenAI, Propology, Investure and other contemporary leaders, it became clear that CoDE’s identity needed to align with the technology sector rather than being rooted in traditional healthcare aesthetics. This approach would help signal innovation, credibility, and progress, distinguishing CoDE from the challenges associated with legacy NHS systems.
The design process resulted in a sleek and modern identity that reflects CoDE’s ambition and forward momentum. The logo takes the form of a custom wordmark, with bespoke lettering carefully crafted to shape its unique structure. A deliberate decision was made to capitalise specific letters within the acronym, creating a visually dynamic composition that enhances readability and adds an element of distinction. It was important for the wordmark to have an element of flexibility. CoDE stakeholders highlighted the potential for additional labs to be established across different regions of the UK, with the first being ‘South West.’ This adaptability allows the branding to evolve for different locations, such as ‘CoDE London’ or ‘CoDE North East,’ ensuring consistency while accommodating future expansion.
For the icon, structural elements from the wordmark were carried through to ensure consistency. During the design process, we observed that all the letters shared the same corner radius, which became the foundation for the icon’s form. These shapes were used to create a cohesive and meaningful symbol that embodies the ideas of connectivity and digital excellence.
Beyond the logo, the typography and colour palette were selected to strike a balance between professionalism and approachability. The distinct colour gradients play a key role in establishing a contemporary aesthetic, aligning CoDE with leading tech brands such as OpenAI. The additional brand elements and guidelines established during the brand exploration phase provided a strong foundation for the website’s design, ensuring a seamless transition from visual identity to digital experience.
The website was a crucial element of this project, serving as the primary platform for CoDE to communicate its mission, engage stakeholders, and showcase its groundbreaking work. Designed with accessibility and clarity in mind, the site needed to speak to a diverse audience, including high-level decision-makers within ICBs, local authorities, NHS providers, academia, and the wider healthcare workforce. To achieve this, Spindogs structured the site around a clean and intuitive navigation system, ensuring that users could quickly find key information about CoDE’s initiatives, research, events, downloadable resources, and partnerships. A responsive design was implemented to optimise the experience across all devices.
The website was built with a dynamic content management system, enabling CoDE to continuously update the platform with its latest projects, success stories, and innovations with ease, allowing the organisation to focus on what it does best. This ensures that users can see the real- world impact of CoDE’s work, reinforcing its position as a leader in digital healthcare transformation. The design also incorporates clear calls to action, encouraging collaboration and participation from organisations and individuals eager to engage with CoDE’s mission.
With this first brand identity and digital presence, CoDE now has a strong foundation to establish itself as a leader in healthcare innovation. The new branding effectively distances CoDE from outdated perceptions of healthcare technology, aligning it with cutting-edge advancements in the tech industry. The website serves as a dynamic hub for communication, showcasing CoDE’s projects, events, and impact while reinforcing its role as a vital force in transforming primary care. Through strategic design, Spindogs has helped position CoDE not just as a new organisation but as a beacon of change for the future of digital healthcare.
“Working on the CoDE brand and website was an incredibly rewarding experience as a designer, as it provided the opportunity to shape the visual identity of an organisation at the forefront of healthcare innovation. The challenge of balancing a sleek, tech-forward aesthetic with the credibility and trust associated with the NHS Southwest made the project both exciting and meaningful.”