I confess. When I was first asked to work on branding and messaging for Abbott Structural Heart valves, I felt a bit squeamish. But my natural curiosity took over, and I couldn’t resist researching and learning all I could about heart valves, heart anatomy and how cardiac surgeons and interventional cardiologists work and think.
Abbott Cardiovascular
Revitalizing heart valve branding and messaging
As part of a dedicated team at Emotion strategic creative agency, I put all my research and creative skills to work revitalizing the brand positioning of everything from transcatheter aortic valve implantation (TAVI/TAVR) to mechanical heart valves. Including tone of voice, target audience personas, brand personas, taglines, campaign copy and concept, videos, brochures, apps and more.
I also relied on inspiration from Abbott’s experts, talks with R&D and sales reps, and having the chance to hold such intricate devices in my own hand. Because good branding ideas take more than reading and studying. Experiencing them in real life makes all the difference.