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Combining 2 brands into 1

Collaboration is key

What we did

The situation

There are 4.7 million people living with diabetes in the UK. The pressures facing the NHS continue to mount as it’s estimated that by 2030, one in four hospital beds will be filled with someone who has diabetes.

To help the NHS face this growing problem, Lilly co-created PARM Diabetes - a population health management tool that organises patient data to:

Show how well patients are managing their condition

Identify patients who need critical or urgent attention

Predict patients who may need support from a diabetes specialist in the future


The task

The PARM Tool was a combined effort between two NHS CCGs and Lilly. Used by diabetes nurses, physicians, consultants, clinical leads, CCGs and health board commissioners, PARM needed a visual identity that considered the brand heritage of its creators and the diversity of the people actually using it.

The branding also needed to reflect ownership from the NHS and Lilly, and embody the innovative nature of the Tool to a range of users across the NHS.


The approach

Both Lilly and the NHS had multiple stakeholders with key insights into the branding goals for the PARM Tool. To consolidate everyone’s views and agree a common way forward for the branding, we held a half-day workshop at the beginning of the project.

Our strategists and creatives partnered with all stakeholders to agree brand personality, tone and key drivers for users of the Tool, and identify relevant competitors. By the end of the session, we had written and agreed the design brief and our creatives could hit the ground running.


The action

The PARM logo brings together the NHS blue and Lilly red in a complementary way. PARM is in red to allude to Lilly’s role in the creation of the Tool, but ‘Diabetes’ is blue to illustrate the NHS’s healthcare role in the project. 

Collaboration was at the heart of the PARM project, and this is cleverly incorporated in the negative space ‘thread’ that runs through the letters of PARM, connecting them together. The typography is modern and has a distinct technical feel, but still feels balanced and soft with rounded elements to each letter. 

To maintain the modern, innovative feel, all photographic imagery is colourised using the two primary colours. When rolled out across brand guidelines, e-details, emails and user guides, the new branding stands out, propelling the brand into the foreground and grabbing the attention of healthcare professionals throughout the NHS.

Thanks for all of your help so far. This wouldn’t have got close without your help.

James Neville, Diabetes PRA Manager, Lilly

The results

The PARM Tool has been rolled out to multiple NHS trusts across the UK. This also led to creating a video showcasing what the tool has to offer.

The Tool was also featured in an article in The Guardian on how industry and health systems can partner for the patient’s benefit.

The branding for PARM has been so well received, Lilly hope to roll it out across other therapy areas in the near future.

Want to make communications that actually work? Then you know what to do