Putting People First, PHX Ireland’s Employer Brand Transformation
Overview
In 2025, PHX Ireland partnered with Gaffney & Co. to create an employer brand photography campaign that reflected the people, culture, and shared purpose across its business units.
With a portfolio that includes United Drug, TCP Homecare, Magna Warehouse, and McCabes Pharmacy, PHX Ireland needed a more unified visual language, one that could reflect the organisation’s inclusive culture while respecting the distinct identity of each team.
Across two full shoot days, we created a strategic image library designed to support PHX Ireland’s employer brand, recruitment communications, and internal storytelling.
The Challenge.
PHX Ireland operates across healthcare, logistics, pharmaceuticals, and retail, each with its own pace, environment, and team dynamic.
The challenge was to create visual consistency across these business units without flattening what made each one distinct.
The campaign needed to:
• reflect PHX Ireland’s values of care, collaboration, innovation, and inclusivity
• support its Employer Value Proposition in a clear and credible way
• strengthen both internal connection and external recruitment visibility
The Approach
The visual direction was shaped around the internal campaign theme #OurPeople and the message, “We Deliver Health, With Heart.”
The focus was to capture the people behind PHX Ireland’s impact in a way that felt authentic, professional, and aligned with the organisation’s culture.
Rather than relying on staged or generic corporate imagery, the campaign centred on real environments, real interactions, and genuine team presence across the business.
Photoshoot Execution
Across two full days, we worked with teams from four key business units:
TCP Homecare
Focused on personalised care, pharmacist and patient interaction, and clinical excellence in action.
Baldonnel Warehouse
Captured operational precision, innovation, and employee collaboration within a fast-moving logistics environment.
McCabes Pharmacy
Showcased team connection, customer interaction, and a strong community presence.
Magna Warehouse
Highlighted the behind-the-scenes work involved in packing, delivery, and personalised medication support.
Throughout the campaign, the emphasis remained on authentic team interactions, inclusive representation, and real working environments.
Results
The project delivered:
• 100 professionally curated images for use across careers pages, social media, and internal communications
• stronger alignment between PHX Ireland’s visual presence and its employer brand
• a more consistent image library across multiple business units
• positive feedback from internal stakeholders and participating teams
“We recently partnered with Gaffney & Co. for an employer branding shoot. It was full of smiles, laughs, and great energy. Huge thanks to Phil and Carol for making it such an enjoyable few days.”
—Karen Gibney
Brand & Digital Marketing Manager at PHX Ireland