A well-established brand within the medical industry and highly regarded by the NHS, Guardian has grown over the years and as a consequence had acquired a vast array of products. With so many products to choose from on offer, the clarity of their proposition became unclear and started to create confusion both internally and externally. Following a rebrand the website needed to be updated to reflect the new identity. Part of the redesign included rationalising the product classifications.
To re-position Guardian as a more agile and customer centric business, selling relevant products in both ‘re-useable’ and ‘single use’ marketplaces.
To do this they went through a process of rationalisation and re-structured their product offering to reduce the ever-growing confusion. Following on from the rebrand new collateral and a new website was launched to visually demonstrate their new approach and create a look and feel that was bold, dynamic and different within their industry.