Health, social care and life sciences business, The Acacium Group (formally ICS) appointed B&D to assist in rebranding the core umbrella business and to restructure the 26 independent business within their portfolio. After many years of successful organic growth, it was time to take stock and regroup – Literally.

B&D completely overhauled their identity, from naming and visual identity to brand architecture, vision, values, purpose, marketing materials and tone of voice.



/Creative Direction
/Brand Strategy
/Brand Guidelines
/Motion Graphics

What’s in a name?

Naming a business is never an easy task, and it is even harder when that company is in a saturated market like the medical or life sciences sector. Think of a company name and it is probably already taken.

On top of this, we needed a name that reflect the proposed brand personality, resonate with six very different business units, and ultimately be available.

After 200+ naming options, we agreed upon Acacium – a coined name derived from the acacia tree. The name embodies growth, strength, strong roots and fortitude.

With the name set, we next moved onto the visual identity.