Creating a Global Brand Experience of Tomorrow

Defining a global brand experience for newly formed company — QuidelOrtho

Challenge: Quidel Corporation and Ortho Clinical Diagnostics merged under one name to transform the future of healthcare. Our internal corporate team worked as one with our agency parter to unite and advance the new company with a comprehensive original identity system that connects products, partners and employees worldwide.

Strategic Insight: The research confirmed what mattered most to lab, hospital and healthcare professionals — they wanted to have a shared mindset around accuracy, clarity, reliability. The new QuidelOrtho brand had to communicate the company’s passion for transforming healthcare with precision and empathy.

Result: In collaboration with internal brand stakeholders, our brand agency crafted a brand identity system for QuidelOrtho that is far more than the sum of its two prominent legacies. From mobile apps, stadium signage and product branding, to an 18-wheeled mobile lab experience and beyond, the visual language is both data-driven and relevant, and transcends the brand’s commitment to transforming diagnostics into a healthier future for all.

The QuidelOrtho brand system was built from square one to drive value in a multi-channel experience. The brand and messaging was designed to span every environment across the heathcare continuum from home to hospital, lab to clinic with boldness and flexibility, keeping up with rapidly-evolving technology, industry and customers.

New portfolio needs
- A systematic approach that flexes across a wider variety of offerings and considers more audiences
- Connected touchpoints that show integrated value and impact across channels
- Prioritization of the enterprise brand to support market leadership and growth

Brand Implementation

- Corporate Brand Guidelines and assets

- Brand training for stakeholders

- Stationery and business systems

- Marketing and collateral systems

- Video animation toolkit

- Website and Intranet design

- Photo image library

- Product brand application

- Corporate environmental experience and signage

- Tradeshows and events

- Employee recruitment and retention