POINT OF CARE
EXPERTISE CAMPAIGN
360 CAMPAIGN | DIAGNOSTICS BUSINESS
Keep scrolling to see the campaign come to life.
The Point of Care Expertise Campaign challenged our creative group to deliver a B2B campaign that stood out amongst the growing point of care competition. The campaign was launched in 2019 to showcase the accessibility and proven performance of Abbott’s point-of-care products no matter where you are located in the world with the signature sign-off “Answers in your Hands”.
DESIGN CONCEPT
Molly Watson, Sr. Designer
MESSAGING
Mike Davis
CREATIVE DIRECTION
Caitlin Carlson, Sr. Marketing Manager
Chris Melander, Creative Director
Sam Rolli, Art Director
INITIAL CONCEPT
The original concept featured organic lines that moved with unique photography and product shots. The mix of graphic elements with lifestyle imagery was favored but the solid color palette and simple lines missed the mark on defining the important point-of-care objectives: dynamic, fast, and efficient performance with global representation.
FINAL CONCEPT
The refined system used bright, cool color gradients and focused imagery to create a dynamic campaign look. “Answers In Your Hands” became an interchangeable header or sign-off and line elements were carefully selected when the design called for its support to represent speed, accuracy, and performance that customers can rely on with Abbott’s point-of-care products.
Play the video that tied it all together.
Abbott’s Point of Care Expertise Campaign won Gold at iHAF in 2021 for Environmental Signage