HARTMANN GROUP
Repositioning a Global Healthcare Leader for the Future
Objective
HARTMANN has been pioneering healthcare innovation since 1818, growing into a global leader across multiple medical sectors. But as the business expanded, its brand identity hadn’t kept pace.
Customer research revealed a perception gap – HARTMANN needed to be seen as reliable and for the cutting-edge innovation that drives its work today.
Our challenge was to create a brand identity that reflected its modern ambitions while respecting its legacy. The new positioning needed to resonate globally, reinforcing HARTMANN’s pioneering spirit and commitment to advancing healthcare.
in a successful global rollout.
and internal alignment.
that bridges heritage with innovation.
How we did it
Through deep insight workshops, we uncovered a new core purpose that spoke to HARTMANN’s role in shaping the future of healthcare – “health becomes ever more important to life”. From this, we developed a revitalised brand promise: “Going further for health”, a statement that re-ignited the company’s pioneering DNA.
The visual identity was modernised to reflect this evolution. The hexagonal badge, a long-standing mark of HARTMANN’s history, was reimagined as a flexible, dynamic graphic system that symbolises the brand’s multifaceted expertise. A fresh brand architecture was introduced, adaptable across diverse markets and touchpoints.
To launch the new identity, we crafted a global rollout strategy that included brand films capturing real stories from HARTMANN employees worldwide – demonstrating how they ‘go further’ to improve healthcare outcomes.
The new brand now reflects not just where HARTMANN has been, but where it’s heading: future-focused, globally relevant, and built to lead.
One particular strength of Embrace is the ability to think in practical and pragmatic terms; they will provide ideas that can be fully executed in a simple way, which is where most communication and marketing ideas fail.
