Building a new identity for community healthcare in BSW

Project: Creating a new service identity

From April 2025, community health services across Bath and North East Somerset, Swindon and Wiltshire came together as one integrated service.

This means care is now delivered by joined-up teams working together across the area – supporting people of all ages, closer to home.

However, while services have come together behind the scenes, there hasn’t yet been one clear name or identity for the public. Different names and brands are still in use, which can make it harder to understand what community health services are and how to access them.

That’s why we’re introducing a single, clear identity for Community Health across BSW – designed to make services easier to recognise, understand and trust.

What do we mean by community health?

Community health services support people with their health and wellbeing outside of hospitals, in places that are part of everyday life.

This includes care provided:

• At home
• In community clinics and hospitals
• In schools, care homes and local settings

People told us community health means:

• Help that comes to you, not the other way around
• Care that fits around real life
• Support that continues over time, not just in a crisis
• Seeing familiar faces who know you

Community health is about helping people stay well, recover, and live independently for as long as possible.

Why a new identity is needed

When we spoke to local people and colleagues, many said that:

• They weren’t always sure what community health services were available
• It wasn’t clear how community services differ from GP or hospital care
• Finding the right service could feel confusing or stressful

At the same time, people consistently praised:

• The kindness and professionalism of staff
• The value of local, in-home and community-based care

A clear and consistent identity helps by:

• Making services easier to find
• Explaining what support is available
• Building trust and reassurance

This work isn’t about change for change’s sake. It’s about making community health services simpler, clearer and more visible for everyone who needs them.

How the new identity was shaped

The new Community Health identity has been developed using what people told us matters most.

We listened to:

• Members of the public and people using services
• Colleagues working across community health teams
• GPs, councils and local partners
• Voluntary and community organisations
• Groups who are often less heard, including people in rural areas and those with additional needs

People were clear that the identity should:

• Use plain, easy-to-understand language
• Feel professional and reassuring
• Reflect local communities and everyday life
• Be accessible to everyone

These views shaped both the name and the look of the service.

Brand concept

What’s changing

We’re introducing a single name:

Bath and North East Somerset, Swindon and Wiltshire Community Health

This name:

• Clearly explains what the service is
• Works for children, adults and older people
• Covers care provided at home and in the community
• Avoids confusing jargon or abbreviations

Alongside the name, a new visual identity will be rolled out. It has been designed to be:

• Clear and easy to read
• Welcoming and human
• Inclusive and accessible

You’ll start to see it across letters, websites, signs, uniforms and community locations.

What happens next – and when you’ll see changes

Logo concept

We’re now in the final design and refinement stage of the new Community Health identity.

Over the coming months, we’ll begin introducing the new name and look across community health services in Bath and North East Somerset, Swindon and Wiltshire.

You may start to see the new identity appearing gradually on:

• Letters and information you receive
• Websites and online services
• Signs in community hospitals and clinics
• Staff uniforms and everyday materials

The care you receive isn’t changing. This work is about making community health services clearer, easier to recognise and easier to understand, so people know where to turn for support.