CHR

Invigorating a scaling healthcare research organisation's employer brand across the UK and US. Cambridge Healthcare Research is leading healthcare and life science research in the UK and US. After doubling their employee numbers during the pandemic, they approached us to inject a compelling thread across their brand and wider offering, including competitive intelligence and market research divisions – to ensure their unrivalled clinical commercial knowledge was referenced with confidence.


Deliverables

Brand guidelines Brand strategy Campaign strategy Copywriting Digital design Marketing Tone of voice UX Visual identity Web design Web development

Sector

Healthcare Professional services

Location

UK

Through extensive brand strategy and identity phases of work, including the restructuring of their house of brands – redefining Vox.Bio and the creation of a new division Solici – we provided messaging structures, tone of voice and visual identity creations for Cambridge Healthcare Research. But they needed a unifying thread. A brand ethos that was capable of speaking to decision makers, accelerating talent attraction and retention, as well as being a mantra for CHR’s associated brands.

Based on their expertise to expose the most critical insights for healthcare and life sciences businesses we landed on ‘The Power of Knowing’ as a compelling thread that unites and embodies what Cambridge Healthcare Research stands for. But for this bold claim to be believable, it needed to be grounded by evidence. In reference to scientific knowledge backed up by research, we incorporated a citation as a hero visual device, a traditional convention found in academia. Building on the academic prowess and scientific expertise of the CHR team, the citation device also provided a tool to directly link hero titles with supporting messaging.

The Power of Knowing in cursive red font covering an A4 envelope
The Power of Knowing printed vertically and read from bottom to top as if the horizontal image has been turned on it’s side. The Cambridge Healthcare Research logo is the right-way up.
 A diagonal profile of a woman placed within the vertical CHR font, placing the individual in the centre of Cambridge Healthcare Research
Cambridge Healthcare Research in square brackets (their logo) printed onto a glass window

To attain the insider knowledge that fed into ‘The Power of Knowing’, we spoke directly to customers and colleagues through a series of workshops, interviews and surveys. From our research, we discovered that Cambridge Healthcare Research’s commitment to rigour, curiosity and agile approach gave their team and clients a newfound confidence to move from “so what, to now what” like never before.

To bring their identity to life we developed digital and print assets for CHR to share the power of knowing with key audiences. Their new website became a hub for their expertise and activities of associated brands, with a full suite of digital brand guidelines enabling their people and partners to communicate a consistent brand. We supported CHR to produce a variety of printed assets that communicated their message, from exhibition stands and office wayfinding to book covers and notecards for their trusted clients.

A selection of quarterly annual reports in various colours of pastel blue, deep orange and dark blue. Asterisks are featured in the centre fo each book
An unfolded A4 pamphlet bringing to attention CHR’s goal of giving healthcare decision makers the power of knowing
10. Three posters surrounding the important section in CHR’s characteristic square brackets. The decisions you make matter.

By leveraging a proposition that worked for all things Cambridge Healthcare Research, we created room to unwed their strategic competitive intelligence expertise – now Solici – from the CHR moniker. In doing so we provided a home for the board to sit at and make executive decisions for everything under the umbrella brand – be that the existing market research Vox.Bio brand, the nascent Solici, or new ventures to come in the future. The three new brands enabled CHR to speak to distinct audiences, recruitment requirements and ensure their services are well-packaged for M&A activity.

Our strategic creative work for CHR has been featured in The Brand Identity – a publication that showcases the best graphic design projects and thinking from across the globe. Read the article that talks through the project, with our Creative Director and Co-Founder, Luke Taylor.

A quarterly annual report open to one of their research articles. The global precision medicine market was valued at about £46 billion in 2019, with the UK along making up £2.4 billion.
The power of knowing book wrapped placed upon a white paper bag
The rebrand is a major milestone for the company and something we have been looking forward to announcing for a long time. The new brands, as well as the evolution of our vision and mission, illustrate our growing ambition in the market. The brands allow us to showcase both our strategic thinking and our creative approaches to helping our clients. United by a common thread, the power of knowing, our brands are strong enough to stand independently and to support each other.

Matteo Perucchini

An exert of the website as viewed on a tablet
An open binder introducing CHR and their mission
Three posters unfolded from quarters heavily feature CHR’s square brackets and the power of knowing

Want to build your brave brand with us?

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