From a 125-year-old Royal hospital to a modern luxury healthcare brand

For generations, one of the UK’s most widely respected private hospitals, King Edward VII’s Hospital, has been known for its royal connections and world-class clinicians. But as healthcare and patient-needs evolve, the Hospital needed to redefine how it communicated its offer in the private healthcare landscape, and secure its financial future through an acquisition.

The problem was clear: a new age of private hospital patients assumed the hospital would be antiquated, stuffy and unfriendly. And they weren’t giving it a chance.

Through an extensive research programme, Pagefield Content Studio identified the emotional core of the brand: the human connection between patient and clinician. We then developed and executed a new brand platform, and comprehensive creative refresh designed to build an identity that preserved trust while making the brand more inclusive, relevant, and aspirational for modern patient groups.

Pagefield Content Studio modernised King Edward VII’s identity through a careful evolution rather than reinvention. This allowed the Hospital to appear naturally in channels and contexts where audiences already spend their time.
We refined the Hospital’s logo, typography, and colour palette, pairing contemporary design with archival cues to reflect continuity and credibility.

Visuals prioritised human interactions, such as staff and patients, natural light, and moments of care, showing the organisation’s culture.

Turning strategic insight into creative direction, Pagefield Content Studio developed a new brand platform for King Edward VII’s Hospital: World-class, personal healthcare.

Taking inspiration from contemporary, premium consumer brands outside of the healthcare sector, the brand developed a renewed focus on patient experience and reputation. The proposition moved the brand beyond transactional care to something more holistic, a destination for health, wellbeing, and recovery that values people as much as medical precision.

To ensure content relevance, our strategy identified a new kind of patient. By shaping the tone, design, and platform strategy we could ensure relevance across age, expectations, and lifestyle.

Pagefield Content Studio extended the narrative beyond brand marketing and worked to develop consistent messaging across PR, social, and digital channels; aligning tone, visuals, and topics with the Hospital’s renewed positioning.

Themes such as holistic wellbeing, continuity of care, clinical expertise and the human experience behind private medicine became central to leadership commentary, helping King Edward VII’s emerge as a modern, trusted voice in UK healthcare.

An integrated brand and content programme that refreshed King Edward VII’s Hospital’s image for new and legacy generations.