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Repositioning Harley Street as the Home of Whole Health
Client
Harley Street Health District
Agency
Deloitte Digital
Role
Strategy Director
Research, Naming, Mission, Proposition, Platform, Narrative, Messaging, Web IA & Copy, Strategy Guidelines
Collaborators
Olivier Binse (Partner)
Limor Guerabli (Creative Director)
Adam Ding (Design Director)
Vanessa Bosch (Senior Strategist)
Yunson Li (Senior Designer)
Gee Sewell (Senior Designer)
Kind Words
"Tash played a pivotal role from the outset, leading both our initial research and the development of a clear and compelling brand. Her strategic brain, professionalism, positive energy and genuine commitment to our success have made a lasting impact on our growth. The contribution she and her team made to building and strengthening our brand has been significant. I cannot recommend Tash enough."
— Annette Shiel, Head of Marketing, Howard de Walden Estate
Harley Street has long been synonymous with medical excellence. But as patient needs grow more complex and the healthcare landscape shifts, the district needed to evolve – from a collection of individual providers into something more connected that would attract the next generation of tenants.
We interviewed executives from leading hospitals, healthtechs and clinics, to understand both what they were looking for and how the area was perceived today. From there, we defined what made it singular as a destination: the history, the density of talent, the sheer breadth of disciplines – from diagnostics and recovery, to prevention and cure, sharing a single postcode in the heart of London. This insight became the Harley Street Health District, repositioned as the Home of Whole Health. We developed the new name, proposition, messaging, and a new visual identity – anchored by a distinctive 'H' icon drawn from W1's Georgian architecture, designed to 'open its doors' across a connected modular system.
Next, we built a three-year roadmap to grow the district's profile internationally, and fed into the development of Hale House, a new healthtech sub-brand. We designed a new website to give the district a single front door, and a brochure to bring its story to prospective tenants. We launched the brand at Arab Health in Dubai in January 2025. The following year, the District contributed £810 million in value to the UK economy, predicted to reach £911m in 2027.
