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The BD Max system was facing a decline in both awareness and sales. Recognizing the potential benefits it still offered to lab technicians, BD Diagnostics tasked us with crafting a straightforward yet impactful campaign that would not only stand out at trade shows, but also effectively highlight its unique features and advantages throughout all vehicles. 


Our approach was elegantly simple: feature the product's name as the central graphic element, employing the exact color of the instruments iconic instrument cover across all marketing materials.


By incorporating diverse imagery into three key letters, we extended the campaign across various touchpoints, effectively conveying the system's inherent power. This bold visual identity was seamlessly integrated into videos, event booth signage, as well as all print and digital sales support materials.



This was the start of a beautiful partnership. We added eight different BD products to our portfolio over a three-year period.


As the creative lead, our focus was on creating distinct and recognizable identities for each BD product, while ensuring they harmoniously fit under the overarching BD umbrella.


We continued this approach when presented with a new brand guidelines system and working it into to existing campaigns.

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