Challenge

After acquiring a number of companies, Philips Medical Systems' division needed to inject continuity into its vast and fragmented product line and create a healthy brand positioning for each. It also needed to differentiate itself from its separately marketed consumer products division.

Solution

Green was charged with aiding the Medical Systems division's internal marketing department to help position the brand as cost-effectively as possible. We worked side-by-side with Philips personnel in crafting a look and feel that would breathe new life into the division's own brand without straying afar from its corporate parent. We participated in the creation of a healthy range of collateral including data sheets, brochures and sales folders, as well as a revitalized website.