Extending the lifecycle of a brand

Smith & Nephew develops and markets advanced medical devices that help healthcare professionals treat patients more effectively – and patients get back to their normal lives faster.

Following the brand refresh by Wolff Olins, Harkess-Ord transformed the strategy into an integral signage and workplace branding programme. Tight, global project management and online brand management tools enabled an orchestrated media launch of the new identity, culminating in the uncovering of the new signage. To further supporting the brand’s evolutionary personality Harkess-Ord designed a new workplace branding concept which is currently rolled out to Smith & Nephew’s sites in EMEA, Asia-Pacific and the Americas. The system consists of modular components, including carpeting, lighting, wall messaging and furniture. Detailed supply chain and application guidelines facilitate local procurement and implementation.

“I didn’t know I needed people like Harkess-Ord on the team … I had no idea how complicated the whole process was going to be.”