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 message shift—it required rethinking how the brand shows up for this audience. The approach centered on redefining both visual and message tone—elevating the original brand color system and introducing physician–patient imagery—to create a campaign that felt purpose-built for primary care.

By redefining how the brand showed up for this audience, the campaign created a clear, ownable space for PCP engagement and set the direction for future PCP communications.

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