Healthcare projects

As Creative Director at Acacium Group, I led the full rebrand of the organisation as it evolved from ICS to Acacium Group, overseeing all design activity across the business. This included the strategic development and rollout of the new brand across every touchpoint, creating a cohesive identity for a complex organisation delivering a wide range of healthcare services.

As part of this transformation, several ICS services were rebranded under Xyla, requiring the creation of a flexible brand ecosystem that could scale across multiple audiences and service areas. Over time, the brand evolved to better connect with service users, with illustration introduced as a core element to add warmth, personality and approachability. The system also includes a clear distinction between business-facing and service-user-facing communications, using a refined palette of navy, blues and greens for client/business audiences, and a more expressive palette of purples, pinks and yellows for service users.

This project page offers a snapshot of that evolving ecosystem, showcasing how the brand was designed to grow with the organisation. The rebrand has been highly successful, supporting strong business performance while creating a more accessible, human and engaging experience for those interacting with Xyla and its services.

While leading the design team at Acacium Group, I oversaw the refresh of Maxxima, one of the Group’s established healthcare staffing and MSP brands. The updated identity was so well received internally that it became the foundation for a new international expansion of the business.

As the Group extended its services into Australia, the evolved brand was adapted and launched as Lyptus. Building on the strength of the Maxxima refresh, we carefully refined the visual identity to suit a new market while retaining consistency, accessibility and creativity. This project demonstrates how a strong, considered brand system can scale internationally, supporting growth while remaining rooted in healthcare credibility and design integrity.

While Head of Design at Acacium Group, I led the rebrand of Espirita, an international healthcare recruitment agency connecting people with rewarding roles around the world. The business needed a refreshed identity that better reflected its global reach, expertise and the sense of opportunity at the heart of the brand.

Working closely with the business owner, internal marketing and business development teams, I helped define the spirit and personality of the new Espirita. I creative directed the rebrand in partnership with an external agency, guiding the visual direction, colour palette and typography to ensure the identity felt distinctive, credible and aligned with the wider group.

Once the new branding was approved, I project managed the full rollout. From our London studio, my team and I rebranded the entire Espirita collateral portfolio, collaborating with UX and global teams across the UK, US and Australia. This included the launch of a new website, social and email campaigns, and key business development materials such as pitch decks, banner stands, business cards and flyers, ensuring the brand was implemented consistently and effectively across all touchpoints.

As Head of Design at Acacium Group, I led a team of designers in the creation of the Ellea Nursing brand. With an experienced team of nurses and carers, Ellea Nursing delivers specialist care helping people manage their health in the comfort of their own home. Working closely with the marketing team and the client, we developed a clear understanding of the brief before carrying out in depth research and exploring a range of creative concepts.

The project was highly collaborative, with strong partnerships across UX, external developers, and copywriters to ensure the brand translated seamlessly across the website and wider touchpoints. Throughout the process, we worked closely with key stakeholders, sharing ideas, testing directions, and refining the brand through sketching, colour exploration, and typography development.

The result was a smooth, engaging, and highly successful branding journey, culminating in a confident new brand that is now live and very well received.

I spent six years at Acacium Group, where I grew a small two-person design function into a high-performing internal agency supporting a global portfolio of 20+ brands. As Creative Director, I led all design activity across the group, building the team, setting standards and establishing systems that allowed creative work to scale across regions, services and audiences.

Building the Acacium Group brand with my team started with the creation and evolution of comprehensive brand guidelines, not only for the Group brand itself but for the wider portfolio of brands within it. It was essential to establish clear, structured systems that ensured consistency across all touchpoints while allowing each brand to retain its own identity. Accessibility was a priority throughout, rooted in WCAG principles to ensure colour contrast, typography, hierarchy and digital usage supported inclusive, user-centred communication across every market and platform.