Hartmann
A global healthcare rebrand with purpose
Deliverables: Visual identity / Brand guidelines / Brand assets
The Challenge
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.
The Insight
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’.
The Solution
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.
