Sometimes you just need a revolution. After working an entire career in healthcare, Robert Crowe knew that the healthcare staffing industry was ripe for such a move. He set out developing a concept to transform flex work as we know it. A cloud-based marketplace. Not a job board, but an innovative technology platform powered by recruiting experts who perform scrubbing, vetting, and culture pairing to create ideal matches that are ready to go when the need arises. But someone needed to breathe life into both his concept and his company.

Rob brought his passionate team to BOLTGROUP. We immediately immersed ourselves into the flex staffing industry and how his ideas would impact it. We learned the company’s business goals, their culture, and devotion to the greater good. A brand strategy began to emerge that would guide the naming of the company, the visual and verbal identity, the system that would manage it, and the recruiting campaign that would introduce “Matchwell” to the world.

Working hand-in-glove with the Durham-headquartered Matchwell team, we established their brand purpose, pillars, positioning, and personality. Then came the full brand + digital strategy and a plan to verbally and visually bring the vision to light. We were poised to forge a revolutionary change in healthcare through transformative workforce solutions, merging technology with the human touch. A dynamic mark, ideal to its existence in the digital space, and a serene color palette reflective of our specific market, not just healthcare in general. Plus an iconography system that helped storytell on the web and the platform.

Every touchpoint of the Matchwell brand speaks precisely to their purpose: Serving the healthcare industry as agents of change and a positive force in bringing skilled professionals together. In a modern, meaningful, and compelling way. We’re thrilled to see how this brand has brought change for good to an industry that was overdue for a revolution.

• Matchwell was acquired by Medical Solutions, one of the nation’s largest providers of total workforce solutions serving the healthcare industry, in 2022
• Serves over 215 cities in 26 states and growing
• Donated over 50,000 vaccines as part of their purpose-driven mission to give back wherever and whenever possible
• Launched nation’s first state resource pool for flexible healthcare staffing in collaboration with Indiana Hospital Association

• Defined a bold brand purpose that repositions staffing as a force for positive change, not just fill-in work.
• Crafted a sleek visual and verbal identity tuned for digital platforms while reflecting human-first healthcare values.
• Built a unified experience across web, mobile, social, and communications that strengthens brand consistency and credibility.
• Design helped transform a concept into a scalable business asset, positioning Matchwell for growth and acquisition.