The Practice is a diverse medical business with practitioners working in all fields. fst was briefed to engage employees with a newly focussed brand based on work ethic and patient care. 

How do you engage busy employees without being perceived as wasting their time or the company's money?

fst saw that the solution lay in The Practice's existing logo – a medical cross. This symbol was applied to seven icons specially created to represent the seven principles of The Practice.

These icons then found expression in useful ways such as desk top calendars and a small booklet with the cross element of the icons cutting right though it to suggest the integration of the principles into people's working lives.

Backed up by a microsite with constantly updated patient testimonials, The Practice achieved a sense of unity and purpose.

The company has since expanded rapidly. To engage their new employees, the materials have been reprinted and are at the heart of their corporate video.