HemoCue Teams with Designit to Unveil New Positioning

Oct. 16, 2024

Global healthcare company HemoCue, part of Danaher, has unveiled its new brand purpose, positioning, platform and visual identity, as part of the company´s ambition to build awareness, reach and drive growth. The strategy, creative and execution around the revitalised brand platform have been developed through Designit, the Wipro-owned global experience innovation company. 

The new brand platform, based on the persona of ‘The Caring Expert’, articulates how HemoCue is more than a supplier of medical blood-testing and diagnostic devices. It positions the company as a global healthcare solutions provider strongly focused on supporting customers and partners and leveraging its acknowledged expertise in frontline point-of-care testing in locations ranging from Manhattan to Mogadishu.

This positioning is backed up by the new brand purpose of “Advancing care, test by test, everywhere.”

The work highlights HemoCue’s commitment to frontline care in all types of healthcare areas, backed up by a highly dedicated HemoCue team, and reinforces its already well-respected status among healthcare professionals. 

Designit also created a new coherent visual identity for the brand. It keeps the same feel, with the red colour that is key to brand perceptions, but with a slightly changed red, an expanded colour scheme and new logo and typeface to move away from a logo that was more product-focused and showcase the evolved positioning.

HemoCue devices are used to test for conditions such as anaemia, diabetes and infections around the globe, including working hand-in-hand with regional authorities across India to test for anaemia in a region.

With this new brand platform, Designit has helped HemoCue improve its articulation of its ambition to improve global health, with many incremental advances in healthcare and testing, and data points from hundreds of thousands of test results, all coming together to deliver a worldwide impact.

Monika Gram Ritter, global marketing lead at HemoCue, said:

“Designit’s team worked hard to understand who we are as well as identifying that care was at the heart of everything we do and everything we believe in. They created an exciting new brand platform that will help us showcase that to the world, demonstrating not just how valuable our devices are, but also that we’re a leader in point-of-care testing and fully committed to supporting and enhancing global health.

 

Mikkel Lemvig, Creative Director at Designit, added:

“We couldn’t have created the new strategy and brand platform without the total buy-in of HemoCue’s senior management and global team. Our solution came down to care as the cornerstone of HemoCue’s brand. We aimed to create an identity and positioning that would let the world see and understand just how important care is to the business, how it’s helping to improve point-of-care testing for patients, and how it provides that care in every location. We discovered that this wasn’t about revolutionising HemoCue, just revitalizing it, unlocking its potential and reinvigorating its brand to meet evolving strategic and global priorities.”