Rigel Medical are renowned globally as a designer and manufacturer of reliable, portable and compact biomedical test equipment. For almost four decades their innovative testing solutions have helped to save countless lives by ensuring that critical medical equipment is safe to use.
Working with a such a specialist brand can present challenges, but years of sector specific experience with Rigel and a recent rebrand of sister company Seaward meant our project team already had an insight of the pressure points and pitfalls that lay ahead – as well as, critically, a good understanding of the Rigel offering, customer base and marketplace.
The strategy was simple but effective, to use the successful Seaward rebrand as a template for a parallel Rigel identity programme, focussing our attention on identifying and articulating values, developing audience-specific messaging and a written tone-of-voice that was authentic, credible and approachable. We did this in close collaboration with both the Rigel management and marketing teams, particularly marketing manager Will Illingworth and Category Manager Michael Walton.
It’s safe to say that the goal of bringing the branding up to date and in line with Rigel’s offering of high quality products & excellent support has been achieved! The feedback that has been received internally, from customers and also from visitors at recent exhibitions has been extremely positive and proves the work will become a pivotal part of Rigel’s next stage of growth and development.
“We've been working with Guerilla since 2015 and have always come up with great advertising concepts and pulled it out of the bag with our rebrands. The Rigel rebrand was no exception as the Guerilla team brought many ideas to the table, worked with our internal teams and assisted with all areas of branding.”
