Good ideas
don’t have
a job title.

To encourage innovation across Barts Health NHS Trust, the Intellectual Property team needed to challenge the idea that great thinking only comes from specialists.

The campaign line, “Good ideas come from anywhere.”, was created to make innovation feel open, inclusive and human — empowering everyone, from frontline staff to support teams, to share their ideas. The art direction reflected this mindset, focusing on real people in everyday NHS environments, paired with bold, confident typography to elevate ordinary moments of insight. Together, the message and visuals helped democratise innovation, positioning the IP team as an accessible enabler and reinforcing that meaningful ideas can come from anyone, anywhere.