CASE STUDIES - Abbott Vascular

Client:   Abbott Vascular - Crossroads Institute Sector:   Medical Technology Media Used in Case Studies:   Branding   Click here to review the entire "Crossroads Institute" portfolio.

Their Communication Need
After Guidant was acquired by Abbott Vascular and Boston Scientific, the prestigious Institute Therapy Advancement, the training institute based in Brussels need to rebrand.

The new brand that had to reflect the core values of the institute had to be created from scratch.

The Business Communication Solution
Together with Fleishman Hillard and a dedicated team within Abbott Vascular, Morris & Chapman worked on the challenging brief and a tight deadline to come up with a new name, baseline and logo. We explored several very different options but after reviewing all possibilities and testing the concepts with audience samples, a radical break from the past was chosen.

Results
The result of the branding exercise was a powerful name, clear baseline and striking logo. The logo symbolises the vascular field, as well as the mission of the institute. The new brand was very well received, both internally and externally, and has provided the Institute with a strong basis for its communication activities.

Works

• Crossroads Institute Branding
• Crossroads Institute Website
• Building Signage
• Crossroads Institute Launch Animation
• Binder
• Crossroads roll up
• Season's Greetings from the Crossroads Institute

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