Transforming Medtronic

At Interbrand Health, I've collaborated closely with the strategy and analytic teams to create and execute the Medtronic rebrand, following the Covidien acquisition. The goal was to transform the company from a medical device company that focuses on product solutions to a company that is leading universal health care needs through meaningful innovations and globalization, as well as providing economic value to partners and health care systems. The logo evolution, together with the new visual and verbal identity system, were critical tools in signaling a change in the market and repositionning Medtronic as a thoughtful and progressive brand. The project engagement involved socializing the brand with the leadership team, marketing and communications teams, and conducting training and launch events to help marketers, writers and designers implement the brand successfully around the globe.

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