Superdrug and Savers were introducing a central hub for employee communications, resources and everyday working life. More than another internal platform, it needed to become something people genuinely wanted to use. The challenge was to create a brand that employees could connect with from day one, while giving internal teams the tools to keep the platform fresh long after launch.
The project inclided the identity, naming expression, launch campaign and a flexible communications toolkit that enabled Superdrug’s and Savers’ internal marketing teams to create their own campaigns, announcements and updates with confidence, ensuring the internal communications brand could evolve alongside the business.
The heartbeat
Inspired by the idea of ‘keeping your finger on the pulse’ with everything that matters at work, we wanted the brand to feel energetic and optimistic while recognising that every colleague has their own journey. Work looks different for everyone, but staying connected helps people feel informed, supported and part of something bigger. So we introduced ‘Pulse’.
This thinking shaped every part of the identity. The kinetic ‘P’ symbol captures movement, connection and progress. It can be seen as a colleague looking at their phone, staying connected to the business or celebrating success with a raised arm. Combined with a vibrant colour palette, dynamic graphic language and confident messaging, the identity encourages colleagues to connect to and on the platform, to share, to learn and to grow while maintaining a healthy balance between work and life.
The impact
Pulse launched with a distinctive identity that employees could immediately recognise and engage with across Superdrug and Savers. The brand created excitement ahead of launch, helped drive adoption through a coordinated communications campaign and established a consistent voice for colleague engagement.
Beyond launch, the design system continues to support the internal communications team, providing a flexible toolkit that makes it easy to create new content while maintaining a strong and recognisable brand. More than a platform identity, Pulse became a brand that empowers connection, celebrates people and helps colleagues feel part of the business every day.
