Baxter Pharmaceuticals International Rebrand
Contribution: System Design, Logo Adaptation, Digital Implementation, Competitive Analysis.
This is a hypothetical rebrand.
Who is Baxter?
Baxter International Inc. is an American multinational health care company with headquarters in Deerfield, Illinois. The company primarily focuses on products to treat hemophilia, kidney disease, immune disorders, and other chronic and acute medical conditions.
Client: Baxter Pharmaceuticals
Team: All work shown is my own.
Brief: Baxter Pharmaceuticals International, approaches a young designer ( hypothetically ) and wanted a brand refresh focused on what makes them different than their competitors, they are not the oldest most established pharmaceutical distribution company amongst their competitors, however, they want their users to interact with their services and trust their expertise. Deliverables should include an entire design system, brand standards, digital ads, and internal-facing material for their employees.
Challenges: Baxter did not want to change their signature blue which put them at a disadvantage with their market being saturated with blue. They wanted a heritage-focused logo that felt relevant, while also established that could compete in the market. They wanted to create a sense of history and heritage for a newer brand that would lead to user trust and preference over their competitors.
Goals: Baxter is a newer company than its main competitors, so there was a strong need to focus on heritage to establish trust with users and highlight innovation.
Goals were as follows:
Heritage Research on the brand and Implementation.
Updated Brand Identity
Scalable Internal Brand Assets and Standards for both print and digital.
Solution: To create a historical essence of a new brand that highlights the innovation of its founders. To refocus the lens of their brand to shift focus from them being unestablished, compared to their competitors, to them being trailblazers that have made an impact in the medical community.
Heritage Research
Through my research, I found a letterhead emblem that the brand used on stationery and legal documents. Further digging showed that it was the goddess Hygia, who was a young goddess, daughter, and chief attendant to Asklepios, the god of medicine. I decided to refine this emblem and use it as the heritage mark.
Starting with the original logo I was able to identify and assess the heritage, color, aesthetic, and construction of the brand as it exists today.
Updated Brand Identity
Old
New
Digital Ads
At Baxter the heart of its work starts with the employees. Being that they manufacture and ship goods, the need for employee safety, especially in a COVID reality, is top priority. These are examples of ways that the company can ensure the safety of their employees across seasons.
Internal Material
External Material
