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.
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