Challenge

During the nearly 15-year history, the Company has grown mainly by acquiring companies or specific products from leaders in various procedural niches within obstetrics and genecology.

This growth created a confusing array of brand names and a need to clarify the value of the CooperSurgical name.

Solutions

We began by updating the existing CooperSurgical brand by making minor adjustments to give the brand a more contemporary look. The brand was used within a shape to give it more visibility on marketing applications. Then, a system was created to integrate all of the many product brands into a similar look and feel. A fine art painting of a woman that has become synonymous with the Company name over many years unifies all of the parts.

A literature system was developed to bring consistency and structure to their array of brands. And, we created a system for using the legacy brand logos in a way that preserved the equity in existing names while bringing corporate consistency to all of their marketing exposures.

Graphic standards were developed to provide guidelines for everything from stationery to web site to adding new brands in the future.