Following an acquisition, this medical device leader needed to close the gaps between perception and reality for employees and customers.
PENTAX Medical is one of the leading manufacturers of endoscopic medical devices in the world. Following the acquisition of the company by HOYA Group, there was a desire to upgrade the brand positioning, identity, and messaging while establishing global consistency. VDLA began by conducting in-depth interviews with customers and employees across numerous functions and countries to ensure that the perceived brand strengths could in fact become strong foundations. We determined, however, that perceptions of the brand were widely misaligned and a uniform understanding of the brand was absent.
VDLA developed a new strategic brand approach and created a new name, graphic identity, tagline, and brand design theme for the corporation. The new brand was applied to business cards, stationery, brochures, conference booths, and more. As important as the expression was to developing an upgraded, globally consistent brand, it also helped realign brand perceptions with reality and reintroduce the brand to employees and customers in a way that was highly credible, differentiating, and results-oriented.
What we did: market research, brand positioning, naming, logo design, visual system design, brand guidelines, print design, brand exhibit design