SOVOS / brand creation

When Smiths Medical was divested by Smiths Group, my team and I were entrusted with the critical task of rebranding the company in preparation for its acquisition by an investment firm. The project came with significant challenges, including navigating copyright and legal restrictions tied to specific names, which posed the risk of substantial financial penalties. These constraints demanded a swift and meticulous approach to ensure compliance while delivering a fresh and impactful brand identity.

Under intense time pressure, we successfully completed the rebranding process within an impressive six weeks. This involved creating a cohesive new visual identity, updating all branding assets, and ensuring seamless implementation across global markets. The success of the rebrand was further validated when our efforts were honored with the prestigious internal CEO Award for Innovation. This recognition underscored our team’s dedication, creativity, and ability to deliver outstanding results under challenging conditions, reinforcing my expertise in high-stakes brand transformations within the corporate landscape.

Categories: Branding, B2B, Healthcare