0131 510 8260


HDR UK (Health Data Research UK) is a national institute for health data science. By harnessing health and biomedical data in the UK, they develop and apply cutting-edge data science approaches to address the most pressing health research challenges facing the public.

The Brief

Following a tender process, Firefly was selected by HDR UK to develop their logo, branding, website and brand guidelines. The new brand was then rolled out across communications including stationery, literature, Word and PowerPoint template design and exhibition displays.

The Creative Outcome

After exploring a range of ideas for the logo design, we paired a clean, bold logotype with a modern, geometric pattern, which disperses gradually from the letter ‘H’. The pattern conveys the ‘data’ aspect of the brand, as well as communicating the integral computer science component. Moreover, some of the squares within the pattern combine to form a plus symbol, representative of health. Symbolising reliability and inspiration, the colour palette primarily uses blue and green tones. This simple, yet versatile design distils the ethos of the brand, simultaneously conveying the professionalism and approachability of the organisation.

The graphic style we developed was designed with flexibility in mind and adapted to suit a variety of communications. The website design utilises the unique design elements we created in the early stages of the project, creating a refined, academic aesthetic. This reflects HDR UK’s authority in the industry in which they operate, helping to connect and resonate with their target audience. We created a responsive website design with clear navigation and an intuitive interface to ensure a seamless user experience.

The distinctive branding was applied to a broad range of communications, including Microsoft Word and PowerPoint documents, printed literature, exhibition displays and signage. We also produced a comprehensive set of brand guidelines to ensure HDR UK’s brand identity was used correctly and consistently by everyone in the organisation.

Reversed logo

Business card design

Responsive web design

Stationery design - Letterhead template, compliments slip and business card

Master logo design detail

Responsive About page web design

Brand guidelines - Contents page

Logo design with strapline

PowerPoint template design - cover slide


Letterhead template design detail

Brand guidelines - Exclusion zone

Pop-up banner design

Brand guidelines - Typeface

PowerPoint template design - development

Brand guidelines - Colour palette

Signage detail

I commissioned Firefly to create branding and a website, along with various associated branded products, for Health Data Research UK, a major new health research institute.

Firefly understood the requirements very quickly and met the branding brief on their first pass, delivering striking and effective creative work. The website met our technical requirements while showing the new branding off to great effect. It was a pleasure working with them and I hope to do so again.

Simon Kearney-Mitchell
Strategic Communications Manager
Medical Research Council

View related project +


If you would like to find out more about Firefly and how our ideas, experience and creativity could make a real difference to your business please call us on:

+44 (0) 131 510 8260 or fill in the form below

Firefly Design Agency
5 Castle Terrace

Name *

Email *

Phone *


Your message *

How did you hear about us?

  • Google
  • Facebook
  • Twitter
  • Instagram
  • Edinburgh Chamber of Commerce
  • Creative Edinburgh
  • Referral
  • Word of mouth
  • Talk / Event

Other (please state)

Required fields *

Please complete all details.

Close Firefly
This website uses cookies to improve your experience. By continuing to use this site, you are consenting to the use of cookies as set out in our cookie policy.