Beyond Clinical
Rebranding CHASE with Colour, Clarity and Confidence
A complete identity refresh that humanises healthcare communications
CHASE is a privately owned company based in Edinburgh, founded in 1997. It delivers outsourced commercial, medical, and recruitment services to pharmaceutical, biotech, and healthcare organisations across the UK.
The Challenge
As the business evolved, CHASE recognised their brand no longer reflected who they were or where they were heading. They approached Mr Smith Creative to refresh their identity and create a more consistent, future-proof system for communications.
The Creative Strategy
Our first step was a full brand audit. We examined CHASE’s website, social channels, marketing assets and video content to understand how the brand was being seen and used. What we found was a company with strong values and a good reputation – but without a visual identity that truly expressed its character or ambitions.
We developed a bold new design system that would bring greater clarity, energy and consistency across all communications. One that felt professional yet personable – with enough flexibility to grow alongside the business.
Design Execution
The healthcare and pharmaceutical sectors often rely on safe, clinical palettes – with endless variations of blue, green and teal. CHASE already had a distinct colour range, but it was underused. By amplifying their colours and applying them with confidence, we helped CHASE stand out in a crowded, conservative market.
Photography was also key. Instead of generic imagery with sterile medical references, we focused on people – professionals from all backgrounds, shown in warm, optimistic environments. This approach helped position CHASE as a forward-looking, human-focused partner.
Results
The new brand system was a step change. It transformed the way CHASE communicated with clients and stakeholders, and gave internal teams the tools to create materials with confidence. The identity is now embedded across every touchpoint – from proposals and presentations to digital and social content.
