Beckman Coulter – Global & USA,
Brand Personality & Communication
“Precision and Accuracy Defined and Designed”
Beckman Coulter is an international organization working to advance and optimize biomedical scientific research in laboratories and for patient care.
In an effort to create a fresh interaction for the Beckman Coulter corporate brand, we were engaged to uncover a connection with their clientele. We connected with the laboratory decision makers to understand the processes, and to facilitate the connection with the people.
We defined a position that emphasized “precision and accuracy.” To reflect this positioning, an underlying visual grid system was created to communicate Beckman Coulter’s consistent support to diagnostics & scientists, with innovative solutions that provide reliable results, and best-in-class service expertise.