News / insights

Acumen from VGROUP

Brand Guidelines: finding the one good reason

It’s helpful to have some ideas, thoughts and a voice that can validate and support the principles behind developing your brand. This ACUMEN paper explores the role of brand guidelines in brand development and how they haven’t caught up with technology.

Download - Brand Guidelines: finding the one good reason


Advanced Cancer Diagnostics mission is to make available, to as wide an audience as possible in the UK and Ireland, Chronix Biomedical’s cancer diagnostics technology. Following a recommendation from a long-standing client, they approached us to develop a new brand identity to reflect their belief that their breakthrough technology using DNA testing, will lead to better patient outcomes.

The logo reflects the well-recognised DNA symbol with a modern twist which has been used as an engaging pattern. The symbol has been combined with a timeless logotype and applied across stationery, literature and website design concepts.

The result has enabled ACD to pioneer the Chronix Biomedical’s cancer diagnostics technology and present a highly professional image to doctors, professors and oncologist within the NHS, PMI sector, high-end corporate and middle to high net worth private sector.



Acumen from VGROUP

The meaning of brand and why it matters

For those of you that are brand believers (join the club), it’s helpful to have some ideas, thoughts and a voice that can validate and support the principles behind developing your brand. In the first of our ACUMEN papers we explore the meaning of brand and why it matters. Let us know what you think…

Download - The meaning of brand and why it matters


The New Era group opens a world of possibilities in education from offices in the UK, Australia, New Zealand and the US. At the heart of their offer is a cloud-based suite of education tools, resources and analytical data. Our challenge: To name, position and communicate these modules to the market.

Our BrandVision™ framework uncovered compelling truths about the New Era vision, mission and values. These insights inspired an exciting new visual identity that united the six freshly-named Able+ modules under the tagline ‘Smarter Education’.

The company now has a powerful brand identity, together with an easy-to-follow toolkit to help sell Able+ into a rapidly changing market – a New Era for Smarter Education.












“We approached VGROUP with a very demanding brief in very short timescales. Having looked at a number of possible companies we decided to go with VGROUP as they seemed to immediately understand our requirements, were easy to work with and focused on the brief in hand. We have been delighted with the results and are defiantly planning to work with them again in the future.”

Dawn Mulholland
Chief Executive Officer
New Era Education


Subscribe for our quarterly newsletter to keep up with our latest news, views and insights.