Awakening a new era in diabetes care:
Deeply personal, globally scaled
When Becton Dickinson (BD) prepared to spin off its diabetes care business, it was a chance to spark something bigger. The moment called for a new name, a new voice, and a new identity that could honor decades of trust while carving out a distinct future. The brand needed to feel deeply human, built for scale, and ready to move with purpose.
Corporate Campaign
18.33%
Engagement Rate
26 million
Impressions
518+
Clicks
4 million+
Engagements
1.99%
CTR
PWD Storytelling Series
24.1 million
Impressions
7.1 million
Video views
.02 cents
Cost per view
118K
Clicks
WWD Campaign - All In
7.72%
Engagement Rate
22 million+
Impressions
323,534
Clicks
1 million+
Engagements
1.45%
CTR
The challenge
How do you build a brand that feels personal yet resonates globally?
To lead globally, the brand needed to launch with clarity, empathy, and purpose. It had to reach patients, clinicians, and partners across cultures, each with their own expectations and unmet needs, while staying grounded in the individual experiences that make diabetes care so deeply human.
The solution
A brand inspired by real lives.
Grounded in patient and stakeholder insights, embecta was built to reflect trust, agility, and the realities of living with diabetes. The name nods to BD’s legacy while signaling a new chapter. The visual identity blends simplicity with energy, designed to resonate across global audiences.
While the initial work focused on naming and design, it quickly expanded into launch strategy, campaign development, and creative execution. From internal rollouts to global initiatives, every expression reinforced the brand’s purpose: Advancing Everyday Together.
The results
More than a brand. A mission shaped by the people who inspired it.
embecta entered the market with a bold new identity and a clear mission. We supported two global World Diabetes Day campaigns, a brand anthem, and the PWD storytelling series that were all centered on real stories from those impacted by diabetes.
From social to site to film, embecta’s brand is now a platform for education, advocacy, and connection, uniting a global community to fuel a new era in diabetes care.
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You have the vision. We have the expertise to make it real. From pharmaceuticals to technology and consumer goods, we’ve created some of the world’s most recognizable and iconic brands.
Let’s awaken your brand together.