B2B
HealthTech messaging: Clinical doesn’t equal credible
While healthtech messaging are rightly focused on communicating technical innovation, it felt like something was getting lost in translation.
Finding your voice when FS compliance says no
Something happens when FS compliance becomes the gatekeeper for all brand language, but most people won’t believe in faceless financial services institutions.
Launching the Taskforce’s storytelling campaign
We joined the City of London’s Women Pivoting to Digital Taskforce spring conference to launch their storytelling campaign.
Why holistic oral health needs better storytelling
How do you communicating the role of holistic oral health without sounding like a wellness brand?
Checking for accessibility in content design
Ensuring your content reaches as many people, with as much impact as possible is a strategic advantage. Here are three things to consider from our accessibility check process.
The biggest takeaways from ECR 2025
The future of radiology is unfolding fast. Will your brand lead the way?
Closing the skills gap in Financial Services
Insights from the 'Women Pivoting to Digital' roundtable, hosted by the City of London Corporation and FinTech Scotland.
Part 1: Is your employer brand working for you?
What is employer brand, and why is it so important?
The great DEI debate: Rolling back or moving forward?
It started with a whisper. A quiet email to employees, perhaps, or a small change in leadership’s tone during all-hands meetings.
Protecting vulnerable customers against the $1 trillion scam industry
Over $1 trillion is lost to scammers worldwide each year, and in the UK, 40% of all crime now is represented by scams and fraud.
ESG and AI: 5 pitfalls to avoid
Artificial intelligence (AI) is not a silver bullet – least of all for impactful corporate communications.
“This campaign marks an important milestone for Bupa B2B, representing our biggest ever push to help SMEs realise their growth potential by finding a partner who can support their people’s health and wellbeing, and realise the benefits of workplace healthcare.”
”Working with Rationale on this project was a pleasure. They were organised, proactive and really understood the brief. We have received excellent feedback on the content so far and we will certainly look to work with them again in the future.”
“Working with Rationale has been a game-changer for us at Bupa. From day one they completely understood the brief and the ambition behind it. The team brought strategic thinking and standout creative to every stage of the process.
What really impressed us was how quickly they grasped the nuances of our brand and turned that into bold, compelling work. The team demonstrated a real shared commitment to getting it right, energy and drive to deliver excellence.”