HEALTHPOINT Corporate
CHALLENGE:
Update, modernize and streamline Branding for a pharmaceutical and medical device company using only elements from the company’s current visual identity. As Healthpoint transitions its focus into a global biopharmaceutical company dedicated to wound care, its Brand Identity required updating—not only to correspond to the corporate evolution, but also to help lead it. Our interim mandate was to accomplish this update as cost effectively as possible without requiring a wholesale update to all collateral (e.g., business cards/stationery, building signage, etc.).
PROCESS:
We conducted a Comprehensive Brand Survey to audit a cross-section of company personnel—from senior management to contributors from all key departments—on precisely how they envisioned the future of their company. The result was a series of Mood Boards created to visually communicate an invigorated style for the company. At the same time, our Public Relations team derived insights from that process to inform the development of core media materials, message tracks and objection handlers that are the frontline communications vehicles conveying the Corporate Image.
RESULT:
The solution, which initially entailed the extraction of a new Branding element derived from the company’s existing Wordmark, brought a confident, modern focus and a sharply enhanced profile to its presence. In addition, the new Healthpoint style created an overarching presence that reflects aspirational scientific leadership in its market, and provides a Brand umbrella for the company’s independent and distinctive Brands.
