In 2017, Getinge, a leading global medtech company, changed to a single master brand and created a new corporate identity. As part of this strategic repositioning, we managed the rebrand of their 90 sites globally.
Getinge grew mostly from acquisition over 25+ years, resulting in a wide portfolio of different brands across 40+ countries.
Due to size and scale, the rebrand task was complex, involving many different stakeholders. The rebrand was divided into seven work streams, including HR, Product marketing, IT and the global signage program we were awarded with.
We provided a full turnkey solution for the rebrand of all 90 sites, including external and internal signage and way finding solutions.
Tobias Dock, from Getinge, commented:
In a fragmented company structure, based on a long history of mergers and acquisitions with limited consolidation and strong local leadership, GLIMMA was instrumental in the success to implement a new shared signage profile globally, creating a much desired visual identity alignment and unification of our company. In addition their dedicated and professional project management meant this was achieved in a very structured way to set quality levels and involving limited company resources, causing minimum disturbance to our business.
On site brand audits and technical surveys by our staff quantified the number of touch points and identified exactly which branded elements required updating or changing. Once a full brand audit had been completed, we project managed the entire process – including supplier management, production and installation.
One of the highlights was the transition of the historic Maquet site to Getinge branding in Rastatt, Germany. As one of their main facilities in Europe, we worked tirelessly to ensure that every branded item was present and correct, ready for a high profile opening event. This was key to securing engagement with both the thousand employees who work on site but also other sites to be inspired by and follow. The Rastatt rebranding worked as show case and role model and it created the desired pull effect in the organization.
We also offered strategic input into the signage specifications to ensure that it was absolutely fit-for-purpose. We proposed more suitable alternatives to the original specifications: advising on the finish, LED temperatures and dimensions.