Company re-branding opens up global market opportunities for Irish company.

Brand Naming | Strategic Brand Audit | Logo Design | Brand Communications

The Client

Global contract services provider to the medical device industry


Medical Devices

The Brief

Our client faced a challenge with the global use of their company name and engaged IMS to devise a strategic re-branding for the company

The Challenge

An international leader in contract packaging services, international trademark issues prevented the company from maximising its global reach. This was a complex challenge involving name selection, trademark research, a brand change and brand communications strategy.

The Idea

We began with a strategic brand audit which assessed the core values of the business from an internal and external perspective. Vision statements were developed which facilitated the direction of the new company naming strategy. If the company was to make such a significant change, there needed to be meaning behind it and be positioned as a strategic opportunity in the marketplace. IMS managed the name search and selection process, working closely with trademark solicitors to ensure global protection for the new name chosen. When the new name was chosen, we next set about creating the brand identity. Logos, Websites and every customer touchpoint was rebranded to the new name. We also developed a brand relaunch and communications plan to ensure both clarity of communications for existing customers and the promotion of this exciting new development for the company. This communications plan included online marketing, tradeshow participation, pr and a customer roadshow.

The Results

The corporate rebranding was completed from start to finish within 4 months, ahead of the planned launch date at Medtec. IMS completed the work under the agreed budget and exceeded our client’s expectations in every regard. The rebranding achieved its overall desired result as it allowed the company to promote its new brand, without competitive or legal barriers, in an increased global basis and over the following 2 years, sales grew in excess of 30%. This project highlights the capability of the IMS team to plan and implement a complex branding and communications strategy within a challenging timeframe.

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