Still Waters Run Deep has finalised phase one of an ambitious six-figure brief to consolidate global rebranding for US medical device provider Kinetic Concepts Inc’s international division.
The consultancy is tasked with creating brand uniformity across KCI International’s 15 global offices. Each previously branded itself locally.
With the initial brand audit concluded, Still Waters Run Deep is moving on to a phased programme of realising the identity creation and implementing deliverables. Scheduled for completion by April 2004, work will take in product literature, website and Intranet design and technology provision, vehicle livery and staff uniforms.
The move comes as KCI International, which 18 months ago gained autonomy from its Texas-based parent, moves to pull branding together across all territories outside the US.
‘We have new management on board and they are taking steps to become a truly global company,’ explains KCI International vice-president of corporate marketing Diana Ferro. ‘We need a common look and feel across all our regions to achieve that.’
Ferro says another aim is to expand and reposition KCI’s brand from ‘product-to-customer-facing’.
‘Previously, we invested a lot in products such as our VAC [vacuum-assisted wound closure device], but we have never connected them to the KCI brand. In future we want everything to go under the KCI umbrella.’
Fraser Boack, operations manager and project leader at Still Waters Run Deep, describes the agency’s brief as raising the KCI brand out of obscurity without compromising the company’s existing brand personality.
‘They want a simplistic solution, nothing too complicated, nothing too sexy,’ comments Boack.
‘We also have to be careful not to make it too London-centric as we need buy-in from all the territories involved.’
The consultancy won the project in February after going head-to-head with groups from the US, Germany and The Netherlands in a four-way global creative and credentials pitch.