Digital Creative & Content Lead
Baxter, a leading medical products and services provider, has acquired Hillrom, a global medical technology company, and will merge the two brands. The merger will create a unified powerhouse brand with a comprehensive product portfolio and a strong presence in the healthcare industry. However, the unification of two global brands presents a significant challenge in terms of streamlining brand identity and messaging to ensure consistent brand recognition and effective communication.
As a member of the branding team, I worked closely with our strategic leadership to develop a comprehensive solution for unifying the Baxter and Hillrom brands. Our approach included the creation of a consistent visual identity system that combined the values and messaging of both brands to present a unified brand image. To showcase the full range of products and highlight their ability to work together seamlessly, we organized a new photo and video shoot that captured the patient journey and emphasized the combined strengths of both brands.
Through our solution, we were able to establish a cohesive brand identity that was recognized as a trusted and effective solution in the healthcare industry. The visual identity system and the new photo and video shoot helped us tell a cohesive story that resonated with our target audience, ultimately leading to better patient outcomes and a stronger brand image.