Chai makes a marque with Fishburn Hedges

Fishburn Hedges has been appointed to create the identity for the Government’s new health watchdog, the Commission for Healthcare Audit and Inspection.

Chai, which comes into operation on 1 April, will be an independent regulator for healthcare service across the NHS, private and voluntary sectors.

The watchdog will assess standards and complaints from the point of view of both patients and the public and has been created to strengthen accountability and improve transparency between health services and the public.

Fishburn Hedges, which was appointed last week after a three- way pitch, will also take responsibility for the creation of brand guidelines for application across literature, exhibitions and electronic media.

Fishburn Hedges design managing director Martin Brown says the consultancy’s challenge will be to deliver an identity that effectively conveys the organisation’s wide remit and reflects its ‘power and authority’.

‘The organisation has a very wide audience, potentially everyone in the UK. The challenge will be in clearly communicating what it does and clearly positioning it both to the [organisations] it is inspecting and the wider public,’ he says.

The organisation’s name will not be changed, but Brown says the group will be looking at what version of the name ‘will be most commonly used’.

Fishburn Hedges creative director Carl Ison and lead designer Chris Bird are both creative leads on the project.