Case Studies

Strategic planning gets to the heart of rebranding

St. Jude Medical develops technology and services to treat cardiac, neurological and chronic pain patients worldwide. Its corporate headquarters lobby features some of the company’s lifesaving pacemakers, catheters, valves and other products.

Asked to refresh the lobby display to reflect advances in the company’s products, we took a step back to look at the larger strategic picture. St. Jude was launching a new brand identity. While that certainly would effect how products were displayed, it also had the potential to transform the entire environment. Together we explored the whole customer experience—how they move through the space, why they would want to see individual products, what they should feel about St. Jude. Suddenly, the view was broadened, and we found ways to use the product displays to tell the brand story. Along the way to brand continuity, we also identified the cost efficiencies that come with taking the larger strategic view.

The result was an upgrade to the company’s corporate lobby that was not a piecemeal approach to rebranding, but one that got to the heart of how St. Jude Medical interacts with their customers.