Moving from device development to commercial launch
Like so many organizations, Recor Medical faced a pivotal evolution in its story. Having spent many years developing a new medical device for hypertension treatment, the organization entered a new era – the opportunity to commercially launch their FDA-approved device to the market.
Recor recognized the challenges of differentiating themselves in the marketplace, especially when viewed alongside Goliath-sized competitor, Medtronic. The company engaged Baker to help position the business for success.
Positioning as a premium brand
Our team worked with Recor’s leadership to tease out the core of the brand’s positioning – the higher standard of care offered through Recor’s superior product and customer experience. Collaborating with their in-house creative team, we embedded this promise into each element of the creative expression.
Embodying a significant step forward
The updated brand identity expresses the company’s confidence and vigor as a new stage in the business takes shape. The bold logo and warm colors make a strong statement that differentiates the company from other players in the marketplace. It embodies the higher standard to which Recor has always held themselves.
“Recor’s story is one of unbridled enthusiasm, commitment and perseverance toward our goal as we achieved CE-mark and now approach PMA approval. Our journey has led us to an evolution of our brand that reflects what makes us unique and our goal to address significant unmet needs for patients worldwide. Our team has developed branding that visually represents who we are, where we are headed, and the higher standard to which we’ve always held ourselves.”