Rebranding a DAX40 lab manufacturer
The ask
Rebrand the company and roll the new branding out across all of its products.
Our solution
Together with the C-suite we built a robust brand launch strategy, set up the transformation office and roadmap, and executed the rebranding on all physical products within the given timeframe.
The challenge
The client, a major DAX40 laboratory equipment manufacturer, needed to completely rebrand their extensive product portfolio following a corporate merger. The challenge was immense: thousands of SKUs across multiple product lines, global distribution networks, and strict regulatory requirements for medical and laboratory equipment labeling.
Our approach
We established a dedicated transformation office working directly with the C-suite. Our approach included:
- Comprehensive audit of all branded touchpoints across products, packaging, and documentation
- Development of a phased rollout strategy prioritizing high-visibility products
- Creation of brand governance guidelines and training programs
- Implementation of tracking systems to monitor rebranding progress across all business units
- Coordination with regulatory teams to ensure compliance in all markets
The outcome
The rebranding was completed within the target timeframe, with all physical products transitioned to the new brand identity. The transformation office model we established has since been adopted for other major initiatives within the organization.
Key results
- 100% of the product portfolio rebranded on schedule
- Zero regulatory compliance issues
- Brand recognition increased by 35% in key markets
- Transformation office model adopted company-wide
