The goal of this project was to create a new expression of the Beckman Coulter corporate brand. The target audience consisted of laboratory decision makers of diagnostic tests, instruments and information systems. These individuals saw themselves as detectives, using problem-solving skills to troubleshoot medical mysteries and systematically uncover facts about the human body. They sought guaranteed results with little variability and the diagnostic lab offered ritualized processes that yielded predictable results.
We found that lab directors actually found comfort and pride in the uninterrupted flow of precision processes, the trust that arose from a well functioning lab and lab team and the validation from outsiders that their lab consistently delivered quality outputs.
We discovered the emotional benefits provided by the Beckman Coulter brand could be summed up as the following:
- Confidence in their lab’s output
- Pride in the work they do
- Control over their lab’s performance
- Recognition for the vital role they play in patient care
Beckman Coulter was talking to these laboratory decision makers and wanted them to know that Beckman Coulter is, and always has been, dedicated to advancing and optimizing their lab as the foundation of patient care.
We decided to speak to the laboratory decision makers in a way that was familiar to them, one routed in precision and accuracy. We designed an underlying grid system signifying Beckman Coulters continuous and consistent support to diagnostics and lab scientists. We then used the grid to create spaces for elements on the communication itself, such as the headline, the body text, the tagline and of-course the corporate logo. Teamed with internal shots of the diagnostic devices and close up shots of patients, this system enabled us to create an exciting language that gave us room to play with visual brand assets while remaining consistent. This system elevated the promise, positioning Beckman Coulter as a brand that provides reliable results, innovative solutions, best-in-class service and scientific expertise.