BI X
Rebrand
How do you bridge the gap between healthcare and technology?
BI X was expanding its services across the globe to bring in external innovation. It needed a new brand identity to reflect this transition, positioning BI X as a purposeful, innovative and agile organisation that delivers disruptive digital health solutions, with the power and resources behind it anywhere in the world.
Using data tools, we surveyed 50 external recruits in the USA, China and Germany to uncover perceptions of BI X’s current branding.
This allowed us to deliver a forward thinking and instantly recognisable identity for Boehringer Ingelheim’s innovation team covering new positioning, manifesto, website, logo, templates, merchandise and more.
Testing results revealed that people now understood what BI X’s purpose and that we bridged the gap between healthcare and technology sectors.
