Baxter
Branding
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The Brand Identity System That Helped Baxter Connect And Deliver Its Greatest Strength: Patient Care
Baxter, a global leader in MedTech, was restructuring its portfolio in advance of taking its brand into the world of connected care (meaning every medical touch point of the patient journey) and digital innovation. With an identity that hadn't been revised in decades and a story and messaging that were transforming, the brand needed a complete overhaul. A transformation by all means, the brand’s marketing and global leadership teams were under pressure to create a seamless and successful revision. Our challenge? From narrative and to its visual identity, modernize the Baxter brand to reflect its future-focused strategy while preserving the humanity and trust that defined it.
Leverage the brand’s modern-day approach to “Redefining Healthcare Delivery.”
Research revealed a tension between the brand’s legacy and its future. Baxter had an age-old reputation for reliability and compassion, but the brand was evolving as a “connected-care” partner. Internal stakeholders emphasized the need for a new brand that bridged technology with humanity, positioning Baxter as an enabler of smarter, seamless, and reliable integrated healthcare delivery.
Empower clinicians and optimize care systems worldwide with a visual identity, graphic design system, and narrative that leverage all their brilliant, innovative connections in the patient journey.
