BD was preparing to create a standalone diabetes company. We were tasked with giving this entity a bold, genuine, customer obsessed and innovative new brand identity.

Our team needed to craft this brand with a global audience in mind to capture and retain BD’s target audiences. We quickly understood the core creative elements after connecting with the current BD brand team. These initial conversations, coupled with research, guided us toward the ideas of holistic diabetes care, trust and agility.

Client
Becton, Dickinson and Company
services
Corporate Brand Identity
Company Naming
Visual Branding
Collateral

Visually, the team’s logo reflected simple complexity.

Diabetes is a complex condition, but embecta is here to simplify the day-to-day efforts to stay ahead of the disease. You can see the circular icon that represents the continuous connection embecta aims to provide for everyone.

While the initial project focused on strategy, name and logo development, it expanded into a multi-phased, ongoing partnership.

We carefully crafted the macro and micro elements, from business cards to two award-winning World Diabetes Day campaigns. Guiding transition planning, activation work and beyond for both internal teams and external stakeholders, our partnership with embecta fostered a seamless launch and continues to support embecta’s mission to build an ever-expanding global support network for those impacted by diabetes.