Teledyne Healthcare
Bringing multiple brands under one roof
Teledyne’s technology touches nearly everyone’s lives, with innovations across healthcare, security, space and beyond. We’ve worked closely with one of its businesses, radiotherapy engineering specialist Teledyne e2v, to tell the story of its life-saving technology. But Teledyne’s impact in healthcare is far wider.
Teledyne is behind many healthcare companies that develop a range of technologies, from radiotherapy systems to X-ray imaging machines. They all support original equipment manufacturers (OEMs) with cutting-edge solutions at every stage of the patient journey: monitoring, diagnosis, treatment and recovery.
However, these businesses were operating – and communicating – independently. This meant their customers typically weren’t aware of the breadth and adaptability of Teledyne’s offerings. Teledyne saw this as an opportunity to tell a more cohesive story, uniting its healthcare interests under one brand. It was our job to bring this to life as Teledyne Healthcare.
Technology with human impact
This was far more than an exercise in rolling out a new name. Our task was to develop a fresh verbal and visual identity to support the patient journey narrative, reflecting Teledyne Healthcare’s various technology solutions, without losing sight of their human impact.
To create this new brand, we had to understand the collective value of these businesses. After interviewing stakeholders from across Teledyne, we learned that Teledyne Healthcare held a critical position in the market.
Firstly, its technology makes it unique. Most OEMs can’t deliver on their ambitions to innovate. They are constrained by the limitations of their technical skill sets and existing in-house research and development teams. Teledyne Healthcare businesses have the expertise and resources to fill these gaps. The new brand had to demonstrate this flexibility.
Secondly, Teledyne businesses take a consultative approach. Rather than merely providing individual components for specific needs, Teledyne partners with its customers to deliver bespoke, market-leading solutions.
Crucially, both of these insights were informed by a simple yet powerful fact: Teledyne Healthcare technology saves lives.
Your technology partner for…
To communicate these ideas, we focused on the balance between innovation and humanity. This began with a tagline that reflected the broad impact of Teledyne Healthcare’s work: Technology for every step of the patient journey.
Using this as a springboard, we evolved the concept across three messaging formats, intended for exhibition stands, posters, social media and other promotional assets.
The lead message – “Your technology partner for” – highlights the defining characteristics of the business: partnership and innovation. A versatile fill-the-gap phrase, we designed it with an “underline” device where it either reveals a specific Teledyne product or evokes an emotive scenario from the perspective of the patient.
For variety, we created two other messaging styles. Active and dynamic “We’re…” lines kick off with specific healthcare advances and reveal Teledyne technology as the driver behind them, for example: We’re supporting early diagnosis with pressure-sensitive mammogram technology.
While we also zoned in on the steps of the patient journey, creating a formula that uses each stage as a verb: We monitor with real-time scanning technology.
A brand that moves
Teledyne wanted its healthcare brand to be uplifting, reflecting the life-changing work it does, and dynamic, to demonstrate Teledyne’s adaptability.
To bring this to life visually, we created a gradient, which we call a blend, to act as the main visual device. An organic, fluid shape, the blend’s texture recalls radio waves and thermal imaging used in healthcare.
We filled the blend with two contrasting colours – blue and yellow from Teledyne’s existing colour palette – to create a vibrant visual identity that reflects the balance of humanity and technology at the heart of Teledyne Healthcare.
The contrasting colours also tell a story: a blend can zone in on one of the colours to highlight the nature of a piece of content. An asset that leans into the human impact of Teledyne Healthcare’s work uses the warmer yellow, while content that is more technical spotlights the cooler blue.
We wanted the visual identity to always match Teledyne’s future-thinking approach, so we created four bespoke blend assets and delivered guidance around how they can be used in different ways. Their in-house team can now quickly create new assets that are on-brand, but never lose their freshness.
Neil Humphrey, Director, Marketing & Communications at Teledyne Digital Imaging says:
