ABOUT

Siemens Healthcare, and specifically Siemens XP (XRay sector), were looking for a new way to promote their products with a focus on the medical professional. At the same time they wanted get their own sales staff excited about their XRay products with the same campaign. Our insight was that 'medical practitioners and the Siemens engineers themselves pay attention to the minutest detail' in their work. Our 'BIG IDEA' - 'Detail Makes All The Difference' had the dual purpose of promoting the products as much as the practitioners. Using an asterisk as a device to highlight the care and focus on detail, a sub-brand was constructed. The asterisk logo was constructed using the X in XRay and the cross hairs of the focusing beam in the XRay products. The sub-brand separated the different sectors - Women's Health - Surgery - Rad / Fluoro - Urology. The ATL print depicted circus performers demonstrating accuracy, control, style and grace, mirroring the products performance. The press pack visuals replaced the circus performers with the medical practitioners themselves highlighting their own accuracy, control, style and grace.