| Medi
2010 REBRAND 100 Winners > best of awards
Industry: Healthcare
Enterprise Rebrand
Country Base: Germany
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Medi is one of the world’s leading companies in the healthcare industry, manufacturing products for vascular diseases, orthopaedics, prosthetics, and hospitals.
Challenge - Demographic trends – an increasing number of health conscious people and the aging population ed to reconsideration of the strategy. An ambitious reorganization brought its four business units under one umbrella. The target: to depict the company’s position as a premium brand: „medi – the best“, distinct from its competitors.
Strategy - The company’s previous appearance positioned the brand as a basic supplier. An evolutionary development of the company’s appearance and re-examination of all its elements was implemented. The design needed to balance the new umbrella brand to speak to a broad spectrum of target groups: consumers, doctors, the health-conscious and the ill, specialized dealers, and hospitals. A complex concept was developed to address these specific target groups. A visual and tactile impression of the products needed to convey a feeling of closeness.
Result - A new appearance of the brand was achieved, incorporating the familiar perception of the brand with a more distinctive impression, also reflecting the company’s evolved understanding of itself.
Credits:
Client: medi - www.medi.de
Head of Corporate Communications: Kathrin Glaser-Bunz
Graphic Design: Gunnar Klaukien
Brand Strategists/Designers: MetaDesign - www.metadesign.ch
Partner: Alexander Haldemann
Creative Direction: André Stauffer
Design: Uta Zidom
Consulting and Project Management: Vanja Müller
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