HILLROM
"Everywhere There Is Care"
Unifying acquired brands under single master brand identity
CLIENT
Hillrom
ROLE
Design Director
AGENCY
Capgemini Invent
DELIVERABLES
Brand Identity, Website Redesign, Marketing Campaign
THE CHALLENGE
Transforming "Bed-Tech" to "Med-Tech"
Complexity
Respect equity of acquired brands
Maintain customer relationships through transition
Differentiate in crowded med-tech market
Appeal to multiple healthcare specialties
Move quickly on aggressive timeline
Hillrom had undergone rapid strategic acquisitions to expand their capabilities, but this created significant branding challenges. Multiple acquired brands with established market presence, fragmented identity across product lines, and market perception as a "bed-tech" company needed transformation.
Hillrom needed to unify all brands under the Hillrom master brand while simultaneously evolving market positioning from specialized bed manufacturer to comprehensive medical technology innovator advancing connected care.
Pitched Campaign Concepts
Winner!
OUR APPROACH
"Everywhere There Is Care, We Are There"
During our pitch, the campaign concept that immediately resonated with Hillrom leadership was, “Everywhere There Is Care, We Are There”. They knew instantly this was their campaign. Within three weeks of winning the business, we were shooting their brand introductory video.
This positioning brilliantly accomplished multiple objectives: reflected range of offerings, communicated brand mission to enhance outcomes, positioned as universal partner in patient care, and created emotional connection to caregiving mission.
Creative
Infographics for Mobile
Rebranded desktop landing page (left), mobile layout (above)
01
Corporate Strategy
Master brand architecture, messaging framework, transition roadmap
02
Brand
Video
Hero content bringing campaign to life with emotional patient impact stories
03
Digital Ecosystem
Unified website, product pages, customer stories, resource library
04
120-Day
Campaign
Paid/earned/owned media integration across all channels
Paid/Unpaid Digital Advertising
IMPACT
Successful Brand Transformation
Brand & Business Outcomes
Successfully unified multiple acquired brands under Hillrom master brand
Evolved market perception from "bed-tech" to "med-tech" company
Established "Advancing Connected Care" positioning
Created consistent brand experience across all touchpoints
Maintained customer relationships through complex transition
Strong engagement across digital channels and specialties
Competitive differentiation in crowded med-tech market
KEY LEARNINGS
What This Project Demonstrates
The most successful brand transformations don't fight against existing perceptions—they acknowledge them and build a bridge to the new positioning. Hillrom embraced their "bed company" heritage as the foundation of their care philosophy and expanded outward to show how that commitment now extends everywhere care happens.
THIS PROJECT DEMONSTRATES MY ABILITY TO:
Develop and execute comprehensive brand strategy under tight timelines
Manage complex stakeholder environments in corporate transformations
Create brand positioning that unifies while respecting heritage
Execute fully integrated campaigns across paid/earned/owned media
Understand healthcare market dynamics and specialty-specific messaging
Lead rapid sprint-based execution in enterprise environments
Drive brand transformation that delivers measurable business results