Brand positioning, name, visual identity and film
How does a healthcare brand stand out?
Put the difference in everything they do.
When Halyard, the medical device company, was spun-off from its parent it required both a new name and an entirely new brand identity… and it needed them fast. In response MerchantCantos created a complete brand platform, including the concept, narrative, differentiators and tone of voice.
Our designs utilised the Delta - a classic symbol of differentiation – as the key visual to tell the story of the way in which Avanos makes a difference through its products, processes and people. A brand film formed part of the brand activation, promoting the new positioning. All this combined to introduce Avanos as a fresh, innovative and significant new player in the market.