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GE Healthcare


GE Healthcare’s LOGIQ ultrasound product line has been in the market for more than 30 years, and has earned a reputation as a dependable leader. But, decades later, it was time for a refresh.

Their team sought to communicate the confidence that comes with market tenure while also bringing forward a fresh, modern tone. How does one tell the story of a medical product? Well, we must start with a strategic direction to guide each brand element. Within the LOGIQ brand there are multiple products and named technologies so it was paramount that we understood how they all worked together. A messaging framework helped us clearly see product benefits that guided our process moving forward. A brand purpose was carefully crafted: LOGIQ is a trusted companion for every body.

  • Client

    GE Healthcare

  • services

    Brand Strategy
    Research & Insights
    Verbal Branding
    Visual Branding
    Regulatory Consulting


Building a messaging framework organized the brand story, purpose, personality and core messages in a snapshot for GE Healthcare. The overarching message is “reimagining the ultrasound experience with you in mind.” Clear, concise and confident for a trusted brand that delivers.

GE Healthcare ultrasounds

Visionary, practical, collaborative, bold.

We curated values that ladder up to this brand purpose. Images and colors were selected to accompany these ideas and gave each personality trait life through the visual voice. Together they served as inspiration for a palette of cool blues, purple and orange that lean into the refreshed brand.

GE Healthcare didn’t simply want visual direction, though – they wanted our team to execute on the carefully crafted vision. We traveled to multiple sites and captured unique media that showed LOGIQ in action. Using these assets, our designers built digital collateral for the updated website. This comprehensive brand refresh showcases how a legacy brand can remain at the top in the modern era.

LOGIQ website mockup

More stories only we can tell