How PHX Ireland Made Their Culture Visible to the People Who Needed to See It
PHX Ireland is one of Ireland's largest healthcare distribution groups. With over 3,000 employees across United Drug, TCP Homecare, McCabes Pharmacy, and Magna Warehouse, they had built something genuinely worth working for. The problem was that the people they wanted to attract could not see it.
More Than a Photoshoot
When PHX Ireland came to Gaffney & Co. in 2025, the brief was not primarily about photography. It was about closing a gap.
Their employer brand had not kept pace with the organisation. The visual identity in place did not reflect the quality, diversity, or character of the people inside it. Four distinct business units were presenting themselves without a coherent employer brand narrative, and the cumulative effect was an external image that undersold what PHX Ireland actually was.
The goal was not to produce a set of images. It was to create an employer brand presence that finally matched the internal reality of the organisation.
Starting With Strategy, Not the Camera
Before any shoot was scheduled, Gaffney & Co. developed the strategic brief, defined the visual direction, and aligned the scope of work with PHX Ireland's employer value proposition.
At the core of that work was brand archetype positioning. PHX Ireland's identity was anchored in two archetypes: the Caregiver and the Citizen. These are not aesthetic choices. They are strategic tools that shaped every creative decision that followed, from how environments were framed to how people were captured to the emotional tone the imagery needed to hold across four very different working worlds.
The discovery process shaped three clear strategic outcomes for the work:
Create a unified employer brand visual identity across four distinct business units without flattening what made each one distinct.
Close the gap between internal culture and external perception with imagery that reflected the real quality of the organisation.
Produce an image library built to work across recruitment, LinkedIn, careers pages, and internal communications over time, not for a single campaign.
Making One Brand Out of Four Worlds
PHX Ireland operates across healthcare delivery, logistics, retail pharmacy, and warehousing. Each environment carries its own pace, its own kind of people, and its own relationship to the organisation's core mission of delivering health with care.
The strategic challenge was to hold one coherent employer brand identity across all four without making them look the same. Visual consistency without visual uniformity.
The campaign theme #OurPeople and the message We Deliver Health, With Heart were not chosen as a tagline. They were chosen because they accurately named what PHX Ireland stood for and gave the imagery an emotional anchor that could hold across every environment on every touchpoint.
Rather than producing polished corporate photography that could belong to any organisation, the entire direction prioritised authenticity. Real teams, real environments, real interactions. The imagery needed to look like PHX Ireland specifically, not like a stock interpretation of a healthcare company.
What Changed
PHX Ireland now has an employer brand presence that reflects the real standard of the organisation.
The image library is in use across careers pages, LinkedIn, internal communications, and recruitment marketing. Four distinct business units now speak with one coherent visual voice.
The gap that existed between how PHX Ireland operated internally and how they were perceived externally is narrower. The organisation looks like what it actually is: a serious, people-led healthcare group with real culture and real substance.
3,000+
employees across four business units now represented by one coherent employer brand visual identity.
4
distinct working environments unified under a single strategic visual direction and brand narrative.
In Their Words
“We recently worked with Gaffney & Co. to capture our people across the PHX Ireland business units, and the experience was excellent. The team was professional, easy to work with, and truly captured the spirit of our organisation. The project was a real success, and I would highly recommend Gaffney & Co. to any organisation looking for authentic, high-quality visual storytelling.”
—Karen Gibney
Brand & Digital Marketing Manager at PHX Ireland