Global Rebrand

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A few years ago, Salts Health­care was the fast fol­low­er. Now, this fam­i­ly-run osto­my man­u­fac­tur­er is the indus­try inno­va­tor. With the company’s invest­ment in new prod­uct devel­op­ment and addi­tion­al plant and machin­ery, they are on track for con­tin­ued growth and increased sales, espe­cial­ly in emerg­ing markets.

With exports now rep­re­sent­ing an increas­ing per­cent­age of the company’s turnover, they need­ed to ensure their com­mu­ni­ca­tions had the grav­i­tas of an inter­na­tion­al brand and could also be eas­i­ly select­ed and trans­lat­ed into dif­fer­ent languages.

Salts Health­care had a huge range of prod­ucts, all with dif­fer­ent brand names. But our research revealed that ostomists are often unaware of which brand of appli­ance or prod­ucts they are using and that the deci­sion usu­al­ly comes down to their stoma care nurse.

Could we find a way to sim­pli­fy our brand­ing and pack­ag­ing to make selec­tion eas­i­er for every­one and get peo­ple to buy into Salts as a brand?

Plan

We helped Salts to hone down their vision and val­ues and devel­oped a new brand promise – Car­ing, Lis­ten­ing and Inno­vat­ing to Improve Lives. This informed the style of the new brand­ing and mar­ket­ing communications.

Over­all, we agreed to make the design feel mod­ern and fresh, while also strip­ping back prod­uct names and help­ing Salts Health­care to become a uni­fied brand­ed house rather than a house of brands.

By get­ting the prod­uct selec­tors e.g. nurs­es and patients to choose the Salts name, rather than try­ing to remem­ber of the indi­vid­ual brand names, we could posi­tion Salts as the ​“go-to” brand for every­thing from appli­ances to mould­able seals.

Deliver

The brief was to cre­ate a fresh, clean, mod­ern logo that rep­re­sents a for­ward-think­ing, diverse com­pa­ny. We cre­at­ed a design in light blues and greens to illus­trate the tech­ni­cal and med­ical side of Salts as well as their com­mit­ment to com­fort­able prod­ucts and skin-friend­li­ness. The strapline ​‘excel­lence in stoma care’ was removed to sim­pli­fy­ing the look.

Pack­ag­ing

All prod­uct names are now pre­fixed with ​“Salts” fol­lowed by a sim­ple and accu­rate descrip­tion of the prod­uct e.g. Salts Stoma Col­lar instead of Der­ma­col. They all fea­ture the mod­ernised logo.

Lit­er­a­ture

We cre­at­ed sim­ple tem­plates to ensure con­sis­ten­cy across all com­mu­ni­ca­tions and make it eas­i­er for dif­fer­ent dis­trib­u­tors to rep­re­sent the Salts brand coher­ent­ly. Every­one has access to an online asset library to make things easier.

Web­site

The new Salts web­site is now live with even more infor­ma­tion for ostomists and health­care pro­fes­sion­als. It fea­tures a new way to order sam­ples and reg­u­lar blog posts shar­ing the sto­ries of inspi­ra­tional ostomists.

Social and dig­i­tal marketing

Salts Health­care now has a big­ger pres­ence on Twit­ter, Face­book and Insta­gram. Our copy­writ­ers help to cre­ate ideas for email tem­plates and gen­er­ate con­tent to com­ple­ment exist­ing mar­ket­ing activity.

Inter­nal communications

We wrote and direct­ed a cor­po­rate video to help Salts Health­care com­mu­ni­cate the new brand, vision and val­ues to all mem­bers of staff, from the fac­to­ry floor to deliv­ery dri­vers, and helped them to coor­di­nate a mem­o­rable launch event.