Branding

Global Surgical Policy Unit

A collaboration between the Royal College of Surgeons of England and the London School of Economics needed a shared identity — one that could bridge two distinct institutional voices, clinical authority and academic rigour, without one ever overshadowing the other. The GSPU also needed to feel global and inclusive, not London-centric.

The core challenge was neutrality: building a brand that genuinely belonged to both organisations rather than favouring either. I developed a flexible visual system — a graphic language of connection and collaboration, with a colour palette and structure built for equal ownership — along with templates both organisations could apply independently while staying on-brand. Delivered as a complete identity and brand guidelines for the GSPU's launch.