Creating a unified brand identity that’s driven by people and purpose
Pulse (part of Acacium Group)
Bringing separate brand identities together under one umbrella can pose quite a challenge. The new overarching identity needs to capture the essence of the business as a whole, while being sensitive to the unique characteristics of the brands it’s replacing – and the people behind them.
For Acacium Group, we did just this – creating a fresh, singular brand identity that was human and purpose-led, while being respectful to the brand’s heritage and their longstanding reputation as experts in the field.
When healthcare workforce solutions provider Pulse (part of the Acacium Group), asked us to create a brand story that encompassed wide-ranging healthcare roles from nurses through to consultants, we knew we needed to engage with their employees to create a cohesive narrative that worked for every part of the business.
The existing Pulse brand supported several business areas, including Nursing, Mental Health, Allied Healthcare and Doctors, working alongside several separate brands – the A&E Agency, Pathology Group and General Medicine Group. However, they felt that these separate brands were no longer reflective of the specialisms they covered.
They wanted to bring it all under the Pulse umbrella, driving colleagues toward a more purpose-led approach and ensuring a more coherent, cleaner relationship with clients and candidates.
To ensure that we were able to create a unified brand that put purpose at the forefront, we had to understand the thread that united people at Pulse.
We engaged employees across the business through discovery workshops and focus groups to tap into their insights and uncover the nuances of their specialisms. Many had long been a part of the Acacium Group and were invested in their own brands. It was important for us to listen to their concerns and really help bring them on the brand journey with us.
It became clear that great relationships with their clients and candidates were at the heart of what they do at Pulse. We used employee stories to inform our creative approach – to create a brand that was warmer, more human, more purpose-led, yet still represented their wealth of subject knowledge and sector expertise.
We started by updating their vision, mission, purpose and values so that they really captured the Pulse ethos, and showed how they were much more than just another recruitment agency.
For the external branding, we created an identity that was more approachable and empathetic, while helping retain Pulse’s reputation for expertise. We chose to make the heartbeat device central to the logo, positioning Pulse as a supportive recruiter that always puts people at the heart.
It was also clear that we needed to use real, unposed imagery of doctors, nurses and healthcare professionals caring for patients to help build authenticity. This natural photography style would help them stand out from competitors and present Pulse as having an in-depth understanding of the healthcare sector.
Making a meaningful difference
By working closely with Pulse and engaging their employees throughout the process, we were able to create an overarching brand identity that truly reflects the passion and expertise of the people within the organisation. This new purpose-driven brand not only communicates to candidates and clients that Pulse was more than just a recruitment agency, but also empowers every employee to align with a shared purpose – supporting the healthcare sector to provide outstanding patient care.
