A short(ish) history of the NHS design system, Part 1: 2016 — a website, a brand, and a handful of services

A close-up of of a smartphone being held in someone’s hands. There is content from the NHS website on the smartphone’s screen.

A big ol’ website

New ways of thinking and working

Action-oriented content

Rationalisation of the NHS identity

  • A monolithic, popular health content website, undergoing gradual content transformation
  • New, post-GDS experiments in service and content design
  • Refreshed, clear brand guidelines



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Dean Vipond

Dean Vipond

Design leadership and human-centred stuff in general. Previously lead designer @NHSDigital and lots of other things. He/Him. http://www.deanvipond.com