Creating a unified brand driven by purpose

CHALLENGE
Consolidating separate brand identities under one umbrella can be a challenge. Healthcare delivery partner, Acacium Group needed a fresh, singular identity that was purpose-led, while being respectful to the brand’s heritage and their longstanding reputation as experts in the field.

OBJECTIVES
• Consolidate multiple Acacium brands (A&E Agency, Pathology Group, General Medicine Group) into one unified Pulse brand.
• Devise a brand story that encompassed wide-ranging healthcare roles from nurses to consultants.
• Engage with employees to develop a cohesive narrative that fosters a purpose-led approach, enhancing relationships with clients and candidates across all business sectors.

STRATEGY
To craft a purpose-driven brand, we delved into what unites its people. Through discovery workshops and focus groups, we gathered insights on the nuances of their specialisms. Many employees had long been a part of Acacium and were invested in their brands. It was important to listen to them and bring them on the journey. It became clear that great relationships with clients and candidates were at the heart of Pulse.

IMPLEMENTATION
We used employee stories to inform our creative approach – to create a brand that was warmer, human, purpose-led and represented their wealth of knowledge and healthcare sector expertise. We updated their vision, mission, purpose and values to capture the Pulse ethos, and show how they were more than just another recruitment agency. For the external branding, the new identity was more approachable and empathetic, while helping retain Pulse’s reputation for expertise. The heartbeat device is central to the logo, positioning Pulse as a supportive recruiter that puts people at the heart.

Real, unposed imagery of doctors, nurses and healthcare professionals caring for patients helped build authenticity. This natural photography style helps Pulse stand out from competitors and presents them as having an in-depth understanding of the healthcare sector.

RESULTS
This new purpose-driven brand helps employees focus on their unified goal – supporting the healthcare sector to provide the best possible patient care. The new umbrella brand identity communicates to candidates and clients that Pulse is more than just a recruitment agency.