OVERVIEW: STANLEY Healthcare is an operating division of Stanley Black & Decker, one of the world’s largest, and fastest-growing companies. In 2013 Stanley Black & Decker's launched a global rebrand. As an operating division of SBD, STANLEY Healthcare needed to evolve its brand in-keeping with new brand direction but adjust it to resonate with healthcare market.
CHALLENGE: Create a unified healthcare focused brand, maintaining the brand connection with the Stanley Black & Decker, while maintaining current brand equity of STALEY Healthcare's supporting brands.
APPROACH: Use a two-phase approach to maintain existing brand equity while evolving the brand toward a complete rebrand. Search for an emotionally bold positioning that will resonate with the healthcare market and deliver the power of the STANLEY name.Leverage STANLEY Healthcare's bridge rebrand, expand and enrich the visual language and apply for all customer touch-points.
OUTCOME: A distinctive, unified, bold brand-experience within the healthcare space that strengthens STANLEY's brand presence.
ROLL: Design Director