cmr
Shaping a more human health system
Impact areas
Health, Community, Happiness, Culture
The challenge
cmr had grown quickly. New services, a growing team, businesses coming together and a new office had transformed the organisation—but the brand hadn’t quite kept pace.
This wasn’t a case of getting it wrong. cmr had simply outgrown the way it described itself.
The challenge was to create clarity around what the business had become and where it was heading, while protecting the relationships, reputation and equity it had built along the way. And with different teams coming together, the new direction needed to make sense internally as much as it did externally.
Our solution
We partnered with cmr to evolve the brand from the inside out—clarifying its purpose, sharpening its positioning and creating a stronger shared story for the next stage of the business.
From there, we developed an identity grounded in cmr’s values of exploration, respect and community. We worked closely with the team through the change, helping people understand the thinking behind the brand and their role in bringing it to life.
Then we carried the new direction across digital, workplace and conference environments, campaigns and communications—including It Takes Heart, a podcast created to share the real voices and stories of the healthcare community.
The result
cmr emerged with a brand that better reflects the organisation it had become—one with a bigger ambition for its role in healthcare and a clearer story about what it stands for.
Internally, the new direction gave a growing and evolving team something shared to rally around.
Externally, it created a more coherent expression of cmr across every touchpoint, with a flexible brand system designed to keep evolving alongside the business.
Services
Brand Strategy
Brand Architecture
Brand Identity
Employee Engagement
Change Management
Website + Digital
Campaign + Communications
Environmental + Exhibition
Design System
Helping cmr align its people, purpose and brand around a more human future for healthcare.
They trust us
Bright Yellow is in a league of their own as a creative agency. Their expertise in brand strategy and rebranding has transformed our identity, aligning it perfectly with our core values and target audience. The outcome is a fresh, compelling brand that deeply resonates with our healthcare professionals and clients, fuelling connection and growth.
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