EVOKING A DISTINCT IDENTITY

Boston Scientific WATCHMAN

What does it take to build a new identity within an established brand? For WATCHMAN, the move into primary care called for more than a new campaign. It required rethinking how the brand showed up for this audience. We created a distinct PCP expression within the existing WATCHMAN system, elevating the original color palette, introducing physician-patient imagery and developing a more relevant messaging tone for primary care. What began as a campaign became the foundation for an ongoing visual and messaging system that now carries across WATCHMAN communications to PCPs.

My role: creative concepting; messaging; creative direction; wireframes; copywriting & editing