BD was preparing to create a standalone diabetes company. We were tasked with giving this entity a bold, genuine, customer obsessed and innovative new brand identity.
Our team needed to craft this brand with a global audience in mind to capture and retain BD’s target audiences. We quickly understood the core creative elements after connecting with the current BD brand team. These initial conversations coupled with research guided us toward the ideas of holistic diabetes care, trust and agility.
Becton, Dickinson and Company
Corporate Brand Identity