How do you adapt 150 years of medical excellence to meet the rapidly evolving needs of patients and healthcare technology? For Harley Street Health District, the answer lay in blending its unparalleled legacy with a bold vision for the future.

Agency: Deloitte Digital

The Home of Whole Health

Harley Street has long been synonymous with medical innovation and excellence. But as patient needs grow more complex and the healthcare landscape shifts, the district needed to evolve. The Harley Street Health District rebrand created a unified identity that connects providers, pioneers and patients, transforming the area into the Home of Whole Health. This new brand encapsulates everything the district offers, from diagnostics and recovery to prevention and cure, bringing together world-class healthcare providers within one postcode in the heart of London.

A Brand Rooted in Place and Possibility

The brand’s design draws inspiration from Harley Street’s iconic Georgian architecture and its rich history. At the centre of the identity is the "H," a distinctive mark that represents Health, Hospital and Home. At the heart of the identity is a distinctive ‘H’ icon, drawn from W1’s famous Georgian architecture and highlighting the ambition to further ‘open its doors’, playing out in a connected modular system, reflecting the area’s uniquely concentrated community health talent and technologies. Leveraging this new identity, we created a brand new website design concept alongside a three-year roadmap.

Connecting Heritage with Modernity

The brand’s colour palette reflects the district’s environment, using tones inspired by the red brick, green trees and blue London sky. Intricate spot illustrations of Georgian railings add elegance and a nod to the area’s history, while the "H" becomes a flexible device for showcasing photography and storytelling. Together, these elements create an identity that respects Harley Street’s heritage while embracing its role as a modern healthcare leader.

Transforming the District

The new brand successfully soft-launched in Nov 2024. It positions the district as a global hub for holistic healthcare, offering an integrated approach that unites prevention, diagnosis, and recovery. Still in its early stages, this reimagined district is already redefining what healthcare can be, creating a healthier future for all while honouring its past.