Because IDEX Health & Science was originally a conglomerate of eight distinct sub-brands, they were viewed as product distributors that offered a variety of industry-leading products. Customers had difficulty identifying which company was behind their preferred products. This lack of overarching brand distinction both under-represented IDEX’s capabilities and caused confusion in the market place.
Through strategic development and application of the Brandgineering by Design™ process, IDEX Health & Science products and services were restructured under one brand platform. Branded collateral was able to inspire a fresh and unified take on IDEX Health & Science as a premier health and science parts supplier.
IDEX Health & Science’s refreshed brand platform paired the ‘Fluidics for Life’ brand promise with an identifying hexagon mark that represented a dimensional network of liquid molecules—the building blocks of fluidics, and life itself.
By teaming up with our strategic brand insight, IDEX Health & Science was able to unify and reinforce the trusted perception of their products and industry expertise. The brand redesign succeeded in establishing a versatile foundation for future growth, reclaiming and strengthening the company’s visual equity and differentiating it from market competitors.