Olaro (formerly PHHI) Brand Transformation & Strategic Launch
SITUATION
PHHI, a growing network of healthcare staffing companies, came to FRENZY with a clear need: unify its portfolio under one cohesive brand and redefine how it showed up in a crowded, high-pressure industry. Fragmented identities across acquired companies were creating internal confusion and external noise. Clinicians felt like numbers. Clients viewed staffing firms as transactional, interchangeable vendors. The challenge was to launch a single brand that felt deeply human, truly differentiated, and built for what healthcare needs now.
SOLUTION
Strategic Naming & Messaging
Developed the name Olaro to reflect connection, agility, and human impact. Defined a sharp positioning statement and brand belief rooted in people-first staffing solutions. Final tagline: Purpose. Care. Connection.
Persona Development & Messaging Framework
Built two detailed audience personas—Travel Clinicians and Healthcare Systems—grounded in real-world pain points like burnout, credentialing friction, and system distrust. Messaging pillars were designed to meet those audiences with empathy and clarity, not fluff.
Brand Identity System
Delivered a complete Brand Guidelines system including voice and tone, brand attributes, persona, typography, logo usage, and a full color architecture to support sub-brands. The core brand promise:
You’re the One.
For clients, that means agile, high-impact staffing solutions. For clinicians, it means meaningful roles, personal support, and respect from day one.
Go-to-Market Strategy
Created a phased five-week GTM framework that guided internal alignment, teaser content, launch activations, and post-launch momentum. Channels included organic social, email, WhatsApp engagement, recruiter toolkits, and website messaging. Each phase was mapped to audience-specific content arcs to ensure relevance and resonance across touchpoints.
Internal Enablement
Rolled out a comprehensive internal brand launch plan including team briefing templates, ambassador messaging, email copy, and visual assets—ensuring every internal team member could confidently represent the brand on day one.
WHY IT WORKS
Unified Identity
Olaro now speaks with a single, strategic voice across all sub-brands.
Human-First Storytelling
Every message reinforces care, clarity, and connection.
Operational Confidence
The brand system was activated with precision, from recruiter emails to website messaging.
Momentum Built In
A structured GTM plan ensured not just a big reveal, but a strong follow-through.
