Dirt & Glory Unveils Brand Platform for Inherit Health: A new era of Patient-Led, Personalised and Proactive Healthcare

Nov. 26, 2025

Dirt & Glory, creative communications agency, has announced the launch of the full brand and creative platform for Inherit Health, a breakthrough personal health record designed to empower patients, support clinicians, and unlock a new wave of real-world health insights.

Built in close partnership with the Inherit Health leadership team, the brand responds to a system under increasing pressure. GP appointments are shorter than ever, key information is often lost, and patient satisfaction with the NHS continues to fall. At the same time, patients expect more involvement, transparency, and control in their care. Inherit Health exists to bridge this gap: a private, secure, always-on personal healthcare record that captures the everyday details that matter - from personal data and family history to lifestyle insights and health symptoms - the platform gives both patients and clinicians a fuller view of health when it matters most.

A clear brand idea: Health Starts With You

At the heart of the brand is a simple but transformative idea: "Health Starts With You." This principle reflects Inherit Health’s belief that when individuals build, own, and share their complete health story, everyone benefits - from doctors and families to future generations. It reinforces that proactive, informed care begins with patients having the right information in their hands, at the right time.

A powerful human story: My health is my story

The brand narrative reframes health not as a set of disconnected appointments or disparate sets of data, but as a lifelong story shaped by ancestry, environment, choices, and community.

Inherit Health’s role is to keep that story whole - ensuring important details never fall through the cracks and enabling richer, more informed conversations between patients and clinicians.

Nigel Brown, Founder of Dirt & Glory Media said:

"Healthcare is full of extraordinary people working in extraordinarily complex conditions - but the system they operate in often holds them back. Our work with Inherit Health is about giving patients and clinicians a shared source of truth: a complete health story that empowers both sides. This is the kind of brand we were built to create - one that doesn’t just communicate change, but actively helps deliver it."

 

Phoebe Lee, Co-Founder of Inherit Health said:

"Inherit Health was born from a simple realisation: the person who knows your health story best is you - but the system rarely lets you tell it fully. By giving people control of their own health information, we can make every appointment more effective, reduce missed risks and help clinicians do what they do best. Dirt & Glory have helped us articulate this vision with clarity, purpose, creativity and humanity."

 

Nigel said:

"Phoebe and Lottie's story was really inspiring for us. Two female founders and working mothers who are looking to drive systemic change in the way people and families think about and better their health. Many of our team have young families themselves and the idea that you're never quite in control of your child's next appointment or their care felt very close for some of us."

 

“I’m In Control”: A creative platform for a new kind of patient empowerment The creative idea “I’M IN CONTROL” brings the brand to life through real patient and clinician experiences. It shows how Inherit Health turns fragmented healthcare journeys into moments of clarity, confidence and partnership.

Built around the realities of healthcare today

The strategic foundation for the brand is rooted in major pressures documented across the NHS:

• GPs are overstretched, with average appointments lasting just 9.2 minutes.
• Key health details are often lost, miscommunicated or repeated across departments.
• Family history is rarely captured, despite being central to early detection and risk prediction.
• Patients want more agency, more transparency and better communication.
• Research depends on real-world insights, but participation and data quality remain low.

Inherit Health directly addresses these realities by helping patients document what matters, empowering clinicians with better context, and enabling researchers to spot vital patterns within anonymised population data.

A brand designed for systemic impact

Dirt & Glory developed the brand house, messaging frameworks, visual world and creative language to support Inherit Health’s ambition to transform the patient experience and drive clinical value at scale. The brand pillars - Details Matter, Patient First, I’m in Control, Power of Us - position Inherit as the connective tissue between people, families, clinicians and the wider research ecosystem. The design decisions made along the way were very considered.

Ben Moss, Communications Director at Dirt & Glory, said:

“Inherit isn't just solving for the pain of lost medical records and broken and fragmented care systems. It's deeper than that. It’s more human, more personal and more intimate. It's about the universal desire for meaning, belonging, and agency. It's the aspiration that every person has for themselves and their families: better health. We wanted to try and create a brand world and a place where people can be open, transparent and proactive around their personal health and their health data. That meant helping Inherit Health create rituals around people’s healthcare data, not downloads or app functions. It’s invitations to record or write your stories, share wisdom, or celebrate milestones, and therefore helping us to make participation with Inherit an emotional and physical payoff, not a technical transaction on your mobile.”

 

Rachel Foster, Senior Designer from Dirt & Glory said:

“The logo reflects trust and warmth. Its soft serif typeface balances human approachability with confident form, symbolising care and credibility. The colour palette purposefully breaks away from the clutter of medical blues or sterile greys, to instead bring warmth and calmness. A brand world built to allude to trust and companionship, the idea that members are telling their own story.”

 

A catalyst for a more proactive, equitable healthcare future

By equipping patients with richer information and clinicians with clearer context, Inherit Health strengthens the entire healthcare journey; reducing duplication, minimising risk, improving diagnosis and enabling earlier intervention across communities. It gives people the power to own their story. And gives the system the clarity it urgently needs.