• Scott Sinclair

How we (re)invented, design and delivered a healthcare consultancy brand.

Updated: Jan 16

Back in the summer, Source worked closely with Acumentice to produce a brand that aligned with their ambitions for growth. The initial brief was to tidy up the existing brand but following a lengthy brand workshop it was decided to refresh the brand with a more contemporary look and feel. View the work here

Understanding Acumentice

Acumentice was founded in late 2014 by Karina Malhotra. The company’s primary purpose is to deliver bespoke innovative operational and digital transformational solutions. As a former NHS Director and senior leader, Karina had spotted an opportunity to bring about much-needed change to IT systems and waiting list management.

Acumentice felt that the NHS wasn’t using data enough and that the IT systems were no longer fit for purpose. They also understand the challenges Trusts face when employing contractors or businesses. Typically they charge a lot of money, have little integrity, don’t offer sustainable solutions, cause more problems than they fix and they offer patchy solutions. Acumentice also noticed there was a lack of accountability, experience, and ownership; in essence, arrogance and a propensity to use private-sector techniques to fix NHS problems whilst bleeding Trusts dry!

With a desire to build long-term relationships through collaboration and partnerships, Acumentice understands the pressures the NHS faces. It draws on operational experience to deliver bespoke, holistic solutions and work-streams to improve elective care and day-to-day management. With a love of all things data and expert modelling, Acumentice listens, interprets data, and applies the findings.

As an independent, agile organisation, Acumentice can bring about much needed wider change through understanding NHS politics to aid delivery and recovery, enhancing patient lives and making an all round difference.

The opportunity

Acumentice has ambitions to create a brand for growth by reaching more organisations and Trusts. Currently, they work with 2-4 organisations at any one time. The strategy is to grow the core team with a view to doubling its consultancy output to c.8 organisations. Geographically the focus will be to remain within the South East of England and leverage existing relationships through word of mouth.

There is also a drive to cement its reputation as ‘experts’ around elective care improvement programs by publishing articles and case studies broadcasting the great work they do. There is also a desire to be associated with the COVID-19 backlog and recovery phase as the go-to providers for solutions over the next 18 months.

Longer-term the organisation wants to build brand recognition as the thought-leaders in consultancy, recovery, project management, digital transformation, and training. Sustainability is at the heart of what Acumentice do as they strive to develop and nurture long-term relationships which promotes brand advocacy.

Chemistry e-meet

Following the initial enquiry from Acumentice, several telephone conversations and a round of email exchanges took place and a chemistry meeting was arranged via Zoom. It was advised that all key stakeholders were involved at the outset. A discussion around requirements and expectations took place. It was important to establish at this stage if Acumentice had a business strategy and in turn a marketing strategy before commencing with the branding exercise. The chemistry meet was also a great opportunity to road map working methodologies, best practice and anchor key delivery dates in the diary.

Brand workshop

We held a branding workshop session based on a set agenda to get the best from the session. The idea was to understand Acumentice's background and their ambitions – in essence we wanted to understand more about their business, the competitive landscape and their brand personality. All key stakeholders were present for the virtual workshop and it was a great opportunity for them to thrash out and have input at the start of the branding process. This session was a valuable process and allowed to better understand the brand we were about to create!

Branding deck

The workshop session was then distilled down into the brand deck which created their mission, vision, brand personality and core solutions. The creation of the branding deck served to play back competitor landscapes, brand strengths & weaknesses, ambitions, why Acumentice and more importantly focus on their target customer profile. This document went on to form the foundations of the design process which encompassed the logo design, stylescape and strap-line ideation.

Image of Source brand pyramid
Brand pyramid by Source Creative Services


Source used stylescapes to bring together the brand DNA into one designed piece which allowed the client to see the brand holistically rather than a logo or business card in isolation. The disadvantage for the agency is this was more work upfront but the advantage is it solves design issues further down the line. It also eradicates debate and surprises at the guidelines and tool kit phases of the branding process.


Once the branding deck was signed off Source moved to complete the brand guidelines. We produced a set of 'light' guidelines covering logo usage, colour palette through to font usage and collateral look and feel.

Brand toolkit

To accompany the guidelines and branding deck we produced a brand tool kit. This consisted of stationary (business card, letterhead, compliment slip and continuation sheet), a powerpoint template and logo variations to use across all applications. An essential tool kit that allows the customer to showcase their brand visually in a professional way.

Creating a brand for all-round growth

The end result was a brand fit for purpose. The design thinking elevated the existing customer look and feel to the next level. The clean and dynamic lines created a standout brand within Acumentice's sector. The credibility and professional look coupled with tone of voice and imagery will support them in their expansion plans for years to come.

At Source, we have that BIG creative agency thinking minus the egos. We have a wealth of experience in Creative Ideation, Branding, Graphic Design, Websites, Digital, and Print Design. We are versatile, adept, agile, and more importantly, we listen.

If you would like to take your creativity to the next level then give Source a call.

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