The global healthcare company partnered with Desgnit, a global experience innovation company, to launch a new brand purpose, platform and visual identity. All new assets are influenced by ‘The Caring Expert’ persona, which helps position the company as not just a supplier of medical blood-testing and diagnostic devices but an organisation that looks out for its customers and partners with its frontline care. Designit’s work for the visual identity includes a slightly altered red, along with a new logo and typeface. These features highlight the brand's evolved positioning and help “unlock its potential”, as Mikkel Lemvig, creative director at Designit, describes it.
