Already an AIM listed company, fast-growing medical tech innovators Synergy Health approached Workroom to help transform the brand and its communications, ready for a new chapter on the international stage as a FTSE 250 listed company.
Through geographic expansion and fast acquisition, Synergy Health had dramatically increased in size since it was founded in 1991 by healthcare entrepreneur, Dr Richard Steeves, and rapidly grew to become a leader in the provision of support services to the healthcare sector. It operates hospital surgical sterilisation services, clean linen management, pathology and toxicology services – as well as services for commercial and medical device manufacturers.
But as is often the case with ambitious business growth, maintaining a consistent corporate brand can be difficult. With a clear ambition to grow the business internationally and seek a FTSE 250 listing, Synergy Health came to us needing to portray a coherent, professional image across all its communications.
We advised Synergy Healthcare to implement a programme of change to create a fresh communications platform from which everyone could work.
Our starting point was a modernisation of their existing ‘Synergy Healthcare’ identity into ‘Synergy Health’. After making a careful study of the market to discern where the best opportunities for standout were, we defined a new strategic core to the brand, with new values and statement of purpose. We then crafted an impactful, recognisable brand identity that gave the business scope for growth, with an all-encompassing strapline and a stronger visual presence. We developed brand guidelines, corporate literature including sales literature, and art-directed a new image library to further energise the brand and support its exceptional reputation for innovation, technology and service delivery.
And with a new-look website to improve access to information and drive sales, our work helped prepare Synergy Health for a new future on the FTSE 250. In October 2015, Synergy Health had become such a successful challenger that it was acquired by the largest company in the medical hygiene sector, Steris.