THE CHALLENGE
North London Partners Shared Services (NLPSS) approached TDL-Creative to help them clearly articulate its pioneering NHS shared people services. They needed a marketing deck and supporting materials that would clearly explain these services to diverse audiences, ranging from senior NHS decision-makers to operational teams.
This required a creative approach to information design; finding ways to simplify, humanise, and flex complex content without losing accuracy or credibility. The materials also had to work flexibly across formats: in-person presentations, digital sharing, and large-scale events.
SOLUTION 1
Our first step was to understand the NLPSS service model, ambitions, and transformation goals. From this, we collaborated with their team to design a creatively structured marketing deck, using visual hierarchies and succinct information design.
To bring their vision for using robotics to life, we created an illustration of a friendly robot called Stu (‘Speed Things Up’), which was designed by NLPSS to personify their improved service offering.
One of the key challenges within the deck was a case study template that was originally presented as a dense page of text. To simplify it, we used icons and coloured sections to restructure the content in a way that was readable and repeatable for future case studies.
“It was a pleasure to work with Robin and the team. They’re responsive, insightful, and great at turning our information into strong design outcomes. ”
Lena Gunnarsson, Head of Business Support, Transformation & Service Development, NLPSS
SOLUTION 2
Building on the initial marketing deck, we then created a suite of practical, event-ready materials. This included an interactive version of the deck, designed for events and conversations where audiences dip into content rather than follow a linear presentation.
This required creative decisions around navigation, layout and pacing, ensuring the content worked just as effectively on large digital screens as it did on iPads. Together, these assets gave NLPSS a coherent set of materials that can be adapted for both internal and external communications.
“NLPSS’s soft-edged visual approach has allowed us to carry their kind-but-confident style consistently across all collateral. It also mirrors the personality of the team!”
Robin Sweetlove, Lead Designer on this project
SOLUTION 3
Alongside the main sales deck, we developed a series of internal presentations designed to bring teams along the journey. These assets maintained visual consistency with the organisation’s other internal communications, giving NLPSS a simple and consistent way to highlight great work.
As the NLPSS services evolve and new initiatives emerge, TDL continues to help their team make complex information more accessible for everyone it supports.
“Sometimes the role of an Information Designer is to take dense numbers and text and make them more digestible – and, in the case of a sales deck, genuinely engaging.”
Robin Sweetlove, Lead Designer on this project
