Boston Heart Diagnostics
Challenge
Boston Heart Diagnostics evolved from a regional specialty testing lab to a company which focuses on cardiovascular disease risk detection, assessment and treatment. They wished to communicate their new business focus through a name change (Boston Heart Diagnostics from Boston Heart Lab) and a new branding strategy.
Solution
The logo we developed blends the concept of the apple (representing health) with an abstract heart image to signify the connection between hearts and health (as embodied in the apple). Without the leaves, the graphic is definitely a heart. Add the leaves and the image retains its identity as a heart, but is now interpreted/connected with an apple. Additionally, the body of the apple/heart is essentially a pair of parentheses that “hug” or enclose a central heart-shaped space. Accordingly, a subtle secondary message is caring for the heart. Associated logos pick up this theme, and give continuity to the brand. Boston Heart Diagnostics focuses on cardiovascular disease (CVD) risk detection, assessment and management. They communicate with two audiences: healthcare providers and patients. For this client, as part of a more extensive branding program, we developed several categories of interrelated materials for each of these audiences. -Clinical pieces with scientific and medical information about Boston Heart's test offerings, to aid healthcare professionals assess patients and prescribe treatment. -Sales materials, which provide a basis for decision making by healthcare professionals. -Patient materials, which explain the Boston Heart offerings and their value in a way that patients can easily understand.
MICROCONVERGENT MARKETING
MicroConvergent Marketing is a marketing and advertising services firm specializing in scientific and industrial markets. We help small and mid-sized B2B companies develop their brands and grow their businesses through intelligent marketing solutions.
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