Bracco case
Reality testing:
In an increasingly commoditized market, Bracco Diagnostic was looking to develop a cohesive image that was representative of all their portfolios and service offerings. Customers were unaware of the company's full spectrum of products and services.
Envisioning a new reality:
Develop a cohesive branding approach to standardize the corporate image, unify diverse offerings and clarify the benefit for a variety of audiences
Inventing the reality:
The "Solutions" campaign was introduced at the major U.S. radiological meeting, RSNA. The centerpiece was an information-rich touch screen surrounded by clean, cohesive exhibit panels. Central branding elements of the campaign have been incorporated into product promotion.
Brochure
Visual aid introduced corporate promotional campaign and integrated all of Bracco's offerings under the "Solutions" umbrella
Icons
Consistent graphic elements appearing on all promotional materials to align products with the various radiologic suites
Exhibit
RSNA 2009 booth featured cohesive, streamlined panels that communicated one key take-away message for each product
Touch screen
Centerpiece of RSNA convention utilized cutting-edge gesture-sensitive technology and a floating flat screen to provide in-depth clinical information
Video
Looping video that kicked-off "Solutions" campaign and drew booth traffic at RSNA convention