UnitedUs present a trio of brands for trusted healthcare partner Cambridge Healthcare Research

After doubling their employee numbers during the pandemic, leading research business Cambridge Healthcare Research asked the team at UnitedUs to look at their business structure and find a route forward for them to grow at pace, engage new audiences and progress into working in the US. Whilst a branding project isn’t always straightforward, developing a family brand is no mean feat either. The strategy the Brighton studio delivered can be explained in three parts; move CHR to a parent company allowing for growth; create Solici from scratch to take on CHR’s workload; and give Vox.Bio a dynamic rebrand to speak to a faster-paced audience. The resulting group brand is spearheaded by the overarching CHR identity, tied together with a unifying thread: ‘The Power of Knowing.’ A typographic drive brings this concept to life with the help of the Bw Darius family. At the forefront is the display version Darius Stencil, supported by Darius as the body font and Neue Haas Grotesk as a secondary font. “We picked the Bw Darius family as it was an entirely modern riff on a very classic serif,” Co-founder & Creative Partner Luke Taylor explains. “It has a high x-height, which means it works extremely well at display sizes as well as being versatile enough to carry academic writing.” The stencil, according to Taylor, “perfectly reflects the theme of the citation motif used to anchor the CHR brand, suggesting that the detail is in the gaps and it is here that CHR uncovers their insights.” To reflect the understated authority of parent company CHR, the chosen colours are pared-back and refined, allowing the brand to sit comfortably with the vibrant and dynamically-coloured sibling businesses. As Taylor summarises, “the colour palette of classic corporate navy and cream paired with a bold orange gives the brand the energetic stature to lead the group of businesses.”