In a world where healthcare is rapidly transforming, to be able to survive and thrive requires contending with and embracing great change. For a $12 billion medical technology company with more than 100 years of offering products used everywhere in the world, the idea of change could be daunting. BD, formerly Becton, Dickinson and Company, however, was on the cusp of some significant changes that required an added dose of vision and courage.
As a leading global medical technology company, BD provides solutions as diverse as syringe technologies to full lab automation systems. In 2013, BD saw enormous promise in San Diego-based CareFusion, an innovator on the cutting edge of medication management and patient safety. The acquisition of CareFusion would make BD even more relevant and better equipped to meet its customers’ needs. It would also require a collaborative branding, strategy and communications partner with the experience and scale to guide the newly merged organization across channels and geographies.
Having worked with Lippincott in 1999 on the design of its logo, BD engaged us once again to help it seamlessly integrate and embrace its newly diversified offering.
A collaborative strategy
From the outset, Lippincott was charged with defining a brand that captured BD’s new relevance for both BD and CareFusion employees. We worked in tandem with the combined BD and CareFusion brand management team to understand the goals, strengths, core values and associations of each brand and their impact on the broader marketplace.
Our core insight was found in the deep passion both companies held for innovating to improve patient lives and for delivering medical solutions with great global impact. We helped BD refine four potential purpose-driven positioning territories. All four were tested in global quantitative customer research, with one direction ultimately emerging as a clear leader — the simple yet powerful idea of “Advancing the world of health.”
With the strategic foundation set, we developed supporting communications, including a tagline, audience-directed messaging, brand voice guidance and new corporate boilerplates. All elements were summarized in a dynamic and engaging brand playbook to encapsulate the new brand for internal audiences.
A fresh, modern adaptation
A select team of designers from Lippincott, BD, CareFusion and their agencies then set out to revisit the logo. With the breadth of BD’s products and the scale of their geographic reach, it took a great commitment from the company to consider revising the logo. The results of quantitative testing pointed toward a refresh and update of the current BD symbol, orange hue and name style — affirming the wide customer favorability for the legacy Lippincott design.
With the refreshed logo in place, the BD and CareFusion design teams led the charge in building out the rest of the visual system, with continued guidance from and collaboration with Lippincott along the way.
“At its heart, the BD symbol is an emblem of promise and hope. The figure embraces the sun and its life-giving rays to remind us to begin each day reaching higher and living out our shared desire to improve lives by advancing the health of untold millions throughout the world.”
— Brendán Murphy, Senior Partner, Design
From internal activation to global advertising
Because of its scale, tens of thousands of products and more than 45,000 associates, the internal brand launch saw Lippincott collaborate with ten BD and CareFusion workstream teams, from facilities and packaging to digital and communications, to create a robust activation plan leading up to a highly orchestrated company-wide global launch. The branding efforts are visible in dozens of internal initiatives from diversity programs to financial analysts’ forums.
Externally, the newly merged brand also seized the opportunity to announce itself to customers and prospects through a global advertising campaign that Lippincott cocreated with internal BD teams. The advertising campaign, showcasing BD’s products and people making a difference, has seen hundreds of unique global placements. Its big idea, expressed in the line “The difference of one,” celebrates the shared purpose of the organization to advancing the world of health.