Marquis

About

Work

Contact

Marquis

About

Work

Contact

Marquis

Fresenius Medical Care North America

Fresenius Medical Care North America

Fresenius Medical Care North America

Building a brand around real voices, real science, and superior patient care

Building a brand around real voices, real science, and superior patient care

THE CHALLENGE

Fresenius Medical Care North America is part of the world’s leading provider of products and services for people living with kidney disease. Its divisions, spanning dialysis, vascular care, pharmacy, research, and value-based care, are all organized around the needs of the patient, with a shared mission to improve the quality of life of every patient, every day.

That story was powerful, but the brand didn’t tell it. The corporate standards offered little practical guidance and no dynamic look and feel, leaving teams without the tools to communicate consistently. FMCNA needed an identity that complemented the corporate brand, with enough flexibility to be used every day, and the ability to speak to patients and families, physicians and clinicians, and employees.

INDUSTRY

Healthcare

SERVICES

Brand Audit, Research, Positioning, Messaging Framework, Brand Messaging, Visual Identity, Brand Standards, Brand & Corporate Communications, Website Design, Campaigns, Exhibition, Signage & Environmental, Annual Reports, Photoshoot Art Direction

THE SOLUTION

After a brand audit, leadership interviews, and research, we built the brand around one idea: real voices, supported by real science and superior patient care. A messaging framework gave teams a clear brand promise, three brand pillars (vertical integration, value-based care, and science/ innovation), and a voice that is authentic, empathetic, and trustworthy. It was supported by a manifesto, an elevator speech, and key messages for each pillar.

The visual identity takes its cues from the Fresenius Medical Care logo mark, using angular shapes, and arrows, to add color and movement. A quotation mark device is reserved for real words from real people. A comprehensive brand standards guidebook documents it all, showcasing finished projects along with other examples for the internal team. The brand was designed to inspire the broader organization to adopt it, and many of its original elements remain part of the Fresenius Medical Care look today.

“First and foremost, the quality of their creative product is superior. The creativity of their design, as well as their approach to creating brands, is very thoughtful. When you add to that the project management, their excellent listening, and the overall client service, they’re just a real joy to work with.”

“First and foremost, the quality of their creative product is superior. The creativity of their design, as well as their approach to creating brands, is very thoughtful. When you add to that the project management, their excellent listening, and the overall client service, they’re just a real joy to work with.”

“First and foremost, the quality of their creative product is superior. The creativity of their design, as well as their approach to creating brands, is very thoughtful. When you add to that the project management, their excellent listening, and the overall client service, they’re just a real joy to work with.”

Senior VP of Communications / Fresenius Medical Care

Back to Work