Women's & Newborn Health

NSW Health - Western Sydney Local Health District (WSLHD)


Delivering a difference in health services


This is a great example of a collaboration between government and agency. The Womens & Newborn Health at Westmead have over 6000 Births a Year that is 16 a day. In Sept of 2015 they had 240 babies in 2 weeks which makes them one of the largest Maternity Units in NSW and yet they were missing a brand and website.

The Westmead Women’s & Newborn Health visual identity, branding and website is the first of its kind in the state. It provides advice along with online booking for childbirth and parenting classes, patient stories and translated information. It also features 360-view virtual tours of the hospital’s neonatal intensive care unit and maternity ward.

“Our website provides quality, trustworthy and
up-to-date information.”

Donna Garland, Westmead Hospital’s
operations director of Women’s Health


With an opportunity to create a fresh and exciting new brand – we used bright, bold colours and imagery that was natural and true to their stories. Using this approach we succeeded in making the brand look inviting and modern for its main patient market of 20-40 yr olds.

We considered various options and felt that the logo drew from its inspirational sources - circle in aboriginal symbolism represents child, the center of a flower, diverse network and in the fetal development as cells.

The campaign 'We Deliver' played on the idea that as a whole the department supported their patients through various avenues such as care, support, encouragement and via their new website research and answers to the many questions that lay with Womens and Newborn Health.


NSW Minister for Women Pru Goward officially launched the website.

This project has shown a significant amount positive public interest. The Women's & Newborn Health branding and website won three awards at the Transform Awards Asia-Pacific held in Hong Kong. Silver for Best visual identity in the healthcare sector, Silver for Best creative strategy, Bronze for Best use of Typography. We also won a NSW Health Quality Award and featured in a report on Channel 9.


Project Overview

Naming and Positioning
Visual Identity
Brand Guidelines
Signage and Advertising
Responsive Website
Wayfinding and Digital Ticketing System
Brand Launch