Royal Free London
Employer Branding — Campaign Creative
Royal Free London is a group of five hospitals with a legacy rooted in care without conditions — established to serve people who couldn’t pay. Nearly 200 years on, that founding spirit remains: world-class expertise, delivered with local compassion.
But attracting great people in today’s NHS isn’t just about pay or perks. It’s about pride, purpose, and culture. We were brought in to shape a brand that celebrates those values — and tells a story people want to be part of.
Free to Belong
We started by listening — running workshops and interviews across all sites, job roles and seniority levels. Despite the scale and diversity, we found powerful shared beliefs: pride in their work, a desire to make things better, and a deep-rooted sense of care.
This wasn’t about inventing something. It was about uncovering what was already there — and giving it language. The result was a unifying idea: Royal Free to be your best. A brand built from within, made to resonate outward.
We crafted a bold, flexible identity around the concept. One that would give every member of staff — and every future hire — something to rally behind.
Bringing the Brand to Life
This was more than a slogan. We turned it into a living campaign — built to attract, engage and retain.
We captured authentic photography and video from across the Trust, bringing the voice of real staff into everything we made. From onboarding packs and internal comms to recruitment ads and a dedicated microsite, the campaign met people where they were — and showed them what Royal Free was all about.
Whether in a job interview or a corridor conversation, the message was clear: here, you’re free to raise standards, drive change, and be your best.
