Abbott Cardiovascular - XIENCE

Abbott Cardiovascular, with growing equity in its XIENCE brand of drug eluting stent products, looked to leverage this equity to expand the portfolio for its next generation of products. Since we’d already engaged with Abbott on previous XIENCE work, we were well-equipped to develop these new brand names.

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Since we’d already engaged with Abbott on previous XIENCE work, we were well-equipped to develop these new brand names. We combined this previously gained knowledge with new research and examination of the brand, to determine how to build these new generation naming strategies.

The line developed all used the XIENCE brand as a prefix, and included the names “Alpine”, “V”, “nano” and “Prime” to make the connection back to the brand while exuding advancement and quality in the new products.

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