When Mountaingate Capital, a Denver-based private equity firm, brought together BioDerm and Argentum Medical their vision was to unite both companies’ products under a single corporate brand – not an easy challenge given that their products ranged from external catheters for male incontinence to battlefield dressings for blast victims.
Through our stakeholder interviews and Brand Story Workshop we learned that Argentum’s flagship product, Silverlon, was originally developed for the U.S. military. This military connection became our inspiration for the new brand name “Bravida,” which evokes bravery and strength as well as quality of life.
The “Bravida Standard of Excellence” logo we created features four bars that suggest a US flag (or standard) and also represent Bravida’s four new core values: Act with compassion and integrity, Own your impact, Feel the Urgency, and Be a Champion.
Our brand audit at the outset of the project showed multiple brands and form factors across the Bravida portfolio. The shared graphic language approach, where all product logos are derived from the Bravida identity, elegantly ensures that all Bravida products look like they belong together and are from the same company.
An identity this simple, needs robust guidelines to manage it. These comprehensive digital brand guidelines were created to help the combined marketing team as they implemented the new brand identity across all touchpoints from packaging to tradeshows and their website and collateral.
