Workroom Giving Brands Purpose
18 October 2024
On this day in 1846, doctors at Massachusetts General Hospital changed surgery forever by using ether to send a patient to sleep, revolutionising medicine and making pain-free surgery a reality.
Fast forward 150 or so years, and Penlon Ltd, a British medical device innovator since the 1940s, was struggling with brand strength and competitiveness against rapidly-growing, international rivals with much deeper pockets. Our team was brought in to revitalise the business brand and modernise its identity.
During our brand definition work, we unearthed the long-forgotten founding principles of John Macintosh (also the inventor of the laryngoscope): ‘Science, Safety, Simplicity’. Our brand strategy put Simplicity at its core by defining a strategically significant positioning and crafting a new strapline, “Simpler is Safer” – which helped Penlon to value its heritage and provide confidence in its identity. The old logo transformed into a fresh wordmark forming the basis of a comprehensive visual identity scheme, giving new meaning and relevance to the red diamond icon, and a new tone of voice which was clear, positive, to-the-point, no frills or fluff – just facts.
This highly distinctive brand design now permeates all aspects of Penlon’s marketing communications. And re-energised teams have been delivering world class, simple, well-designed products to over 90 countries worldwide, continuing its legacy of innovation in healthcare. Interested to know more about the transformation?
Read the full case study on our website.
Workroom Giving Brands Purpose