BIOTRONIK is a leading biomedical technology German company. With focus on devices for vascular intervention and electrotherapy of the heart, the offered products and services help physicians to save lives and to improve their patients’ quality of life. BIOTRONIK operates a global network with about 4,000 employees on every continent.To compete in a fast and highly specialised market with huge consolidated companies and stock corporations, the family owned business based in Berlin had to rejunevate its appearance in the market.

Originally, briefing for a CI- refreshment: the company wants to strengthen and optimise its visual appearance; the CI systems also have to be harmonised across business areas as well as internationally.
After a deep audit & market analysis, our recommendation:
a profound change of the company strategy is the 1st step to be donechallenge: transformation, revolution, implementation within 6 months!

Development of a new company strategy and the according brand strategy, new essence and new claim:‘excellence for life’(RTB: German engineering excellence + individual solutions) Rejuvenation of the umbrella brand, addition of the new claim; concept & architectual structure for the new CI appearance.Development of a ‘living the brand’ programme to help launching the new positioning and claim within the organisation worldwide.The comprehensive and holistic strategy and visual programme constantly gets inputs by dragon rouge: image film, interviews film, brand book, booth concept and animation, product launch concepts and campaigns, product range positioning and strategy, etc.