Breathing new life into a British medical pioneer

After years of various VC owners, medical device innovator Penlon was suffering from lack of direction, brand investment and confidence. We were hired to reposition this pioneering, heritage brand. Our aim was to reignite the vision and spirit of the original founder and inventor of the laryngoscope, John Mackintosh.

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What makes Penlon special and different?

Since the 1950s, Penlon has designed and built simple, reliable and quality respiratory and anaesthesia devices. Our research and stakeholder interviews identified that what Penlon’s own team considered basic and lacking in sophistication in comparison to the competition, was in fact, hugely valuable and a key differentiator for customers and health professionals.

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Science, Safety and Simplicity

Mackintosh had defined the founding principles of his medical inventions as Science, Safety and Simplicity. Our strategy revealed that this vision was even more relevant 75 years later. Our brand platform therefore centred around making Simplicity the essence of the brand – with new strapline ‘Simpler is Safer’.

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“Having worked with the Workroom before, I knew they’d be able to help reposition our brand as well as transform our aged corporate identity. We basically needed to reinvent our brand. Now, our story and striking visual identity have resulted in the best middle-east trade show, rising sales and a reenergised team. Quality work”.
Anne Macmillan, Strategy & Marketing Director, Penlon
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Visual identity is simple. Full stop.

We interrogated the logo, colours and typography and evolved them into a fresh, new wordmark with the red diamond now acting as a definitive sign off. A new tone of voice and headlining convention was built out of this, using it to create simple, positive statements. No frills. No fluff. Just facts.

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Diamonds are forever.

A highly distinctive visual language now spans the gamut of brand communications: website, exhibition design, photography treatment, graphic assets, iconography and digital tools. Marketing and product teams have a new sparkle of energy. And having been originally more successful in emerging and developing markets – where affordable technology was fundamental – Penlon’s simple and robust products are now proudly sold in over 90 countries worldwide.

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Rebranding a British medical device pioneer




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