A global healthcare rebrand with purpose
Deliverables: Visual identity / Brand guidelines / Brand assets
HARTMANN, a medical device company formed in Germany in 1818, had grown to become a global leader across many sectors within healthcare. They needed a new identity that matched their global presence and reflected their passionate innovation within the spaces they operate.
Customer research showed a major gap between current perceptions – ‘old’ and ‘not innovative’ – and desired positioning. Through insight workshops we were able to uncover and define a more inspirational core purpose, one that spoke of changing societies globally and how ‘health becomes ever more important to life’.
We created a new brand promise – ‘Going further for health' – that re-ignited the company's pioneering and convention challenging DNA, and developed a fresh brand identity that amplified a forward-looking strategy. The logo was modernised, with the hexagonal heritage badge reinvented as a textural graphic system. It symbolised multi-faceted capabilities and created a brand architecture that adapts for every experience. We re-launched the brand with video stories from around the world – showing how the real people of HARTMANN had gone further to make a difference – and rolled it out across 32 countries.
A quote from our client.
I have had the pleasure of working with Simon for a number of years and on different projects while at different companies. We have worked on projects covering everything. There is a reason I have gone back to him time and time again. First off, he is pleasure to work with. Simon is easy-going, flexible and has a great sense of humour. More importantly, however, he is very good at what he does and cares deeply about the project in question and the client and the person behind the “client.” These qualities are transferred to his greater team, which means you get reliable quality every time. One particular strength of Embrace is the ability to think in practical and pragmatic terms, they will provide ideas that can be fully executed in a simple way, which is where most communication and marketing ideas fail.