Working with Gloucestershire Hospitals NHS Foundation Trust (GHFT), we set out to create an employer brand that truly reflects the heart of the organisation, where ambition is nurtured, and people feel they belong, grow, and thrive. Our goal was to go beyond job descriptions and showcase a culture built on care, opportunity, and community.

Recruiting and retaining healthcare professionals is one of the biggest challenges facing the NHS today. GHFT needed to:

• Stand out in a crowded market and attract talent across clinical and non- clinical roles.
• Communicate its values in a way that feels authentic and lived, not just words on a page.
• Build pride internally while reaching candidates locally, nationally, and beyond.

Our work began with extensive insight‑gathering. Through focus groups with employees and senior leadership teams, as well as stakeholder engagement, we uncovered what makes GHFT unique:

• A culture of teamwork and belonging.
• Opportunities for growth and development.
• A strong sense of purpose, making a difference in moments that matter most.

From these insights, we developed the EVP (employer value proposition) ‘Nurturing Ambition’, reflecting an inclusive and diverse culture where everyone feels valued, with a true sense of belonging, empowered to speak-up and thrive.

But we didn’t stop there. While the big picture was taking shape, we rolled up our sleeves and delivered quick wins. By tweaking existing creative assets, we launched an interim digital recruitment campaign to keep applications flowing for critical roles. This agile approach meant the Trust could maintain momentum and meet immediate needs while the long-term brand transformation was underway.

Our creative approach celebrated not just the roles, but the people and the lifestyle that comes with them:

• Visual identity: to reflect a listening and learning culture, we let GHFT people be the voice for GHFT. Using authentic photography and a distinctive speech-mark device to frame real quotes, we created a brand that feels confident and human. Colours inspired by sunrise gradients symbolise a positive new dawn for healthcare careers.
• Narrative: stories that speak to ambition and belonging – where careers grow alongside personal wellbeing.
• Tone of voice: friendly, inclusive, and aspirational, inviting candidates to see more than a job, a future where they can thrive.