Nuffield Health has hired London-based consultancy Handsome Brands as the charity bids to drive expansion across its network of health and wellbeing services.

Handsome’s brief is to overhaul Nuffield’s brand architecture across the entire business. It will join the creative team already working with Nuffield to make the company “more relevant and modern for the digital age.” This team includes advertising agency Now, which is behind Nuffield’s current TV campaign "Small Victory."

"We believe it is an incredibly exciting time for Nuffield Health, their new above the line campaign and organisation of the business is really beginning to define what Nuffield Health are about; focusing completely on the customer and their wellbeing,” said Handsome MD Joe Bachle-Morris.

With a broad spectrum of health and wellbeing services including hospitals, health clubs, corporate healthcare and physiotherapy, Nuffield is intensifying efforts to promote its integrated care pathways. In October it signed £330m of debt facilities to further its strategic development plans, which include a significantly increased presence in the health club market.

The expansion seems to be gathering pace, with Nuffield taking over nine former Virgin Active health clubs in August – five of which are sited within five miles of Nuffield hospitals. It has also announced a strategic partnership with Manchester Metropolitan University, which will see construction of a major facility in central Manchester, incorporating a state of the art hospital, wellbeing and rehabilitation services.

In the wake of the Virgin Active deal, Nuffield Health deputy chief executive KP Doyle told Leisure Opportunities that more health club takeovers were likely, particularly in the capital.

The tie-up with Handsome will see the consultancy overhaul all of its internal and external communications, with audiences including consumers, corporates and health professionals. Delivery for the initial brand architecture and guidelines is due at the beginning of April 2015.

Ian Smyth, Nuffield Health chief brand officer said: “This is a pivotal time for Nuffield Health, it’s great to be working with Handsome who, along with the rest of our creative team, will be invaluable in helping us align our brand messaging.”

An exclusive interview with Dr Andrew Jones on Nuffield Health’s expansion plans can be read in the May 2014 edition of Health Club Management magazine, pp. 34-38.