Communitas Clinics
Helping patients feel confident and informed through a clearer brand and website
We created an identity and website grounded in the values that matter most to patients: safety, clarity and care.
What we did
- Logo design
- Visual identity
- Brand guidelines
- Content strategy
- Service design
- Website design and build
Impact measured against UN Sustainable Development Goals
Communitas Clinics provides NHS ear, nose, throat, and dermatology care in community settings across London and South East England. As their reach expanded to support nearly 4 million people, they recognised the need for a clearer, more confident way to present their work online, that will reassure patients and partners alike.
From the initial workshops and the work on the rebrand, to the real nitty gritty website back-end detail, William Joseph made it really easy. We have massively valued their experience and expertise every step of the way.
Emily Davis, Head of Communications, Communitas Clinics
A trusted presence, with a warmer tone
From the start, Communitas Clinics aimed to reflect both their professional, clinical approach and their role as a trusted member of the NHS family. The visual identity had to tread a careful line: familiar enough to align with NHS expectations, yet distinct enough to reflect the organisation’s own values and culture.
We created a new visual language that was NHS-aligned where it needed to be, but with a strong identity of its own. The identity system was brought to life with a radial motif and confident tone of voice, and the result feels calm and capable, giving every user the sense that Communitas is a safe pair of hands – professional, but approachable.
As an NHS third-party provider, Communitas have to follow NHS guidelines on all patient-facing communications while ensuring the NHS logo isn’t associated with any commercial communications. This was an additional challenge for a website that serves both audiences.
As part of the brand refresh, we also updated the Communitas Clinics logo. These improvements included reducing the palette to a single colour for a more professional look and removal of the link to gender, as well as refinements to the layout and ‘smile’ device.
Designed around people’s needs
The old website was trying to serve everyone, which meant it wasn’t really working for anyone. Patients couldn’t easily find where to go or what to expect. GPs and referrers were unsure about eligibility and contact routes.
We worked with the Communitas team to understand their patients and clinical staff. We dug into their deep insight about what users needed and how they wanted to find it, such as clinic locations, appointment details, patient leaflets and referral criteria. We tested the new website navigation with members of the public to make sure the labels and language we used made sense to them and helped them find the right information quickly and easily.
“Travelling with a pram and a toddler can be tricky, so I have a lot of questions before the appointment, like where to park and whether there’s step-free access to the clinic. It really helps knowing that in advance to make sure things run smoothly and we aren’t late for our slot.”
– Communitas Clinics patient
These conversations shaped a website that is simpler, quicker and more accessible. Information is now structured in a way that makes sense to real users, not just internal teams. Every page uses plain English and is tested for readability and performance.
A team that’s grown with the project
Beyond the site itself, the project helped strengthen Communitas Clinics’ internal capabilities. The team became more confident working in agile ways, testing ideas early and learning from feedback. Tools like Figma and Trello opened up visibility and collaboration across departments.
With new services coming online and more people relying on their care, Communitas Clinics now has a brand and website that support growth, not just in reach, but in trust and credibility too.
The new site shows what’s possible when design is led by people’s needs and supported by a clear identity. It’s accessible, informative and grounded in the values that matter most to patients: safety, clarity and care.