Cadre Health Solutions is a boutique nursing agency specialising in anaesthetics and recovery solutions for healthcare practices in Australia.
Cadre was founded in Melbourne by Director Tim Scrivenor in 2019, driven by a passion for improving client satisfaction and industry standards in post-anaesthesia care. The boutique agency is run by nurses for nurses, drawing on Tim’s experience as a nurse unit manager in anaesthetics and recovery at Monash Health.
Crafting a unique identity for a boutique nursing agency
Launched in 2019, Cadre Health Solutions needed to stand out in a market of long-established players.
Cadre asked Assemblo to develop an identity that stood out from the competition and encapsulated the brand’s unique approach. People are at the heart of everything Cadre does, and the brand needed to clearly illustrate this people-first mindset.
Our team carried out an initial branding workshop and researched the wider market. Through these workshops, a strong team culture and commitment to quality healthcare stood out as the unique selling proposition for this brand.
We explored several conceptual directions around the idea of being part of something bigger than the individual. This process led to a design direction drawing heavily on the nostalgic feel of 60s-70s era boy scouts.
The overall design style and supporting graphic elements fit together in a structured grid format, with each part combining to make a whole. A primary and secondary colour palette was developed, which plays on the retro feel of the brand. To bring a modern element to the design, a clean and simple sans-serif font was added to the aesthetic.
We selected high-quality print design and paper stocks to use for branded collateral, further emphasising the company’s quality and attention to detail.
We also focused on how the brand could be adapted to different mediums, such as staff uniforms. Instead of wearing the typical light blue uniforms, Cadre employees will wear black scrubs, which will contrast well with the deep orange and cream logo.
For the business cards, we paired a vintage, off-white coloured stock with Pantone spot colour printing, logo embossing and edge painting to create a wow factor that makes a strong first impression.
The branding exercise was a success, with Cadre and its customers loving the result. Cadre Health Solutions now has an identity with a strong point of difference in its already competitive industry.
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