Oxfordshire-based medical devices manufacturer Penlon has unveiled a new brand positioning, which was developed by creative agency The Workroom.
The Workroom focused on the relative simplicity of Penlon’s medical products – anaesthetic equipment and systems – compared to the complexity of its main competitors. The new positioning focuses on a functionality-led perspective and adopts the slogan “Committed to producing medical devices that make sustaining life as safe and simple as possible”.
“This was all about evolving Penlon to help meet its aspirations, without losing brand equity amongst customers, such as distributors and medical practitioners,” said Brigid McMullen, founder and creative director at The Workroom.
“Penlon’s heritage is in patient care and this perspective is always something built into the product design – they make user-friendly products. We aimed to strip everything back to the bare minimum so the creative execution of the business is just that: Simple. Fresh. Straight-forward. Full Stop.”
An overhaul of the marketing communications is also planned, with a new literature hierarchy, website and photographic style guidelines, which are also being provided by The Workroom.
Anne Macmillan, former strategy and marketing director at Penlon, said: “The standout thing for me with The Workroom is its strong strategic focus. They really got under the skin of Penlon to help us tell our story in a way that’s relevant to our customers, supported by creative solutions that are second to none.”
Penlon’s in-house design team is currently rolling out the new identity across all its communications, based on guidelines and templates provided by The Workroom.