Teledyne HealthcareStorytelling for life-changing brands
- Service
- Brand strategy and identity
- Industry
- Manufacturing
Teledyne’s healthcare technologies support cutting-edge solutions at every stage of the patient journey. We helped the business tell a more cohesive story, uniting its healthcare interests under one brand, Teledyne Healthcare.
Challenge
Teledyne powers healthcare businesses that develop radiotherapy systems, X-ray imaging and more. But these were operating and communicating in siloes, meaning customers often weren't aware of the breadth of capabilities that Teledyne offered. Teledyne saw an opportunity to tell a more cohesive story, uniting its healthcare interests under one brand.
Our task went far beyond rolling out a new name: we had to develop a fresh verbal and visual identity to support a patient journey narrative, reflecting Teledyne Healthcare's various technology solutions without losing sight of their human impact. But first, we had to understand the collective value of these businesses.
Insight
Two insights stood out. Firstly, Teledyne Healthcare's technology makes it unique: most OEMs are constrained by limited technical skill sets and in-house R&D, but Teledyne Healthcare businesses have the expertise and resources to fill those gaps.
Secondly, Teledyne takes a consultative approach, partnering with customers to deliver bespoke, market-leading solutions rather than merely supplying individual components. Both insights were underpinned by one simple, powerful fact: Teledyne Healthcare technology saves lives.
We focused on the balance between innovation and humanity, starting with a tagline that captures the broad impact of the work: Technology for every step of the patient journey. From there, we evolved a flexible messaging system built for exhibition stands, posters, social media and promotional assets.
Solution
We built three messaging formats from a single springboard. The lead message, "Your technology partner for…" is a versatile fill-the-gap phrase highlighting partnership and innovation, paired with an "underline" device that reveals a specific product or emotive patient scenario. "We're…" lines lead with specific healthcare advances before revealing the Teledyne technology behind them, while a third format uses each stage of the patient journey as a verb.
Visually, we created a fluid gradient device, recalling radio waves and thermal imaging, filled with contrasting blue and yellow from Teledyne's palette to balance humanity and technology; leaning into one colour signals whether an asset is more human or more technical. We delivered four bespoke blend assets and usage guidance, letting Teledyne's in-house team create fresh, on-brand content at speed.
Neil Humphrey, Director, Marketing & Communications, Teledyne Digital ImagingThe Frameworks created a sophisticated new brand identity for Teledyne’s Healthcare solutions that managed to be approachable, powerful and nuanced at the same time. The design and its strategy got immediate traction both internally and externally, and our Healthcare employees are proud to see it displayed.
