Case Study // Brand Strategy + Positioning
The bioprocessing business was expanding quickly, and each unit was doing its own thing with a different tone of voice, style, and approach. This led to mixed messages across marketing and sales during a pivotal time for the industry.
I was asked to lead an effort to unify the brand strategy, creating a shared value proposition supported by a scalable messaging and visual system. Partnering with Thermo Fisher’s internal market research team, we began with audience and competitor insights, then engaged an external brand strategist to help us build a straightforward, utilitarian positioning framework.
Working with creative agency partners, I directed the development of a distinctive and widely adopted visual identity, messaging, and sales enablement assets to bring the new strategy to life.
The result was a single-minded brand narrative that connected more than 10,000 employees through an identity designed for longevity. The system remained in use for four years, sustaining a distinctive presence in a fast-changing market.
Selected excerpts from The Way Forward,
a global repositioning and brand identity system
for Thermo Fisher Scientific’s Bioprocessing business.