Case:
Medline International
visual rebrand
Medline knows a long history in the international playing field of hospital specialized items, but in 2023 they decided to make the brand-driven step up in the European market.
Medline developed to push passed the paper catalogue type ordering process, and move into a seamless, European online e-commerce entity, serving locally and seen as a high quality brand over a quantitative brand.
The start of approaching the communication landscape lied within the e-comm visuals: the core of the value proposition. Soon the ask moved to it’s full breadth, with the expressed wish to onboard visual creation in photo and video as a process.
Still growing, Medline has now proven itself more times over to indeed be the high end player, and yet there is always room for improvement.
As Visual Lead for Medline Europe, I drove a comprehensive evolution of the company’s visual identity and production capabilities.
I began by researching and evaluating on how images where utilized across the brand. To translate this strategy into practice, I established robust internal capabilities by acquiring a dedicated studio, implementing in-house photography training, and stimulated the setup of an ecosystem for workflows across video, product photography pipelines, and internal visual production.
This structural foundation enabled me to produce highly aligned, brand-driven photography and lead the creative production for major international initiatives, including Medline’s international B2B Brand and B2B Nurse campaigns.
Medline has transitioned from a European presence to a European authority, breathing market leadership.
Your in-house creative agency
Let’s do that coffee and have a look at how we can build your wow-campaign, or how you can become that super-magnetic-employer-brand.
Or build a library of visual assets that will leave friend and foe stunned for years to come. And in doing so, aim at cutting out the ad agency!
